‘Ray The Rug’, is a powerful six-minute short film starring award-winning British actor Ray Winstone. In a striking monologue, he portrays a tiger-skin rug, blending dark humor with hard-hitting truths to expose the brutality of the illegal wildlife trade. Unlike conventional wildlife campaigns that rely on stock imagery or documentary-style visuals, Ray The Rug delivers a raw, immersive experience that forces viewers to confront the stark reality of extinction. Ironically, the film is a bold rejection of the notion that long-form storytelling is dead – and its impact speaks for itself. As Ray hauntingly says, "A tiger can't change its stripes, but you can, humans." Because if we fail to protect wild tigers now, what hope do other endangered species have?

David Beckham’s organic share of the film to his 88 million followers drove over a million views on Instagram Reels within 48 hours of launch.

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