Tiger Royalty turns brand borrowing into brand building, inviting companies to fund wild tiger conservation by donating a share of sales from tiger-inspired products, linking iconic imagery to real-world impact.
Business Problem
Wild tiger populations have dropped from 100,000 to around 3,200 over the past century. Despite their endangered status, tigers remain one of the most commercially exploited animals in branding and product design — with no direct benefit to their survival.
Wild tiger populations have dropped from 100,000 to around 3,200 over the past century. Despite their endangered status, tigers remain one of the most commercially exploited animals in branding and product design — with no direct benefit to their survival.
Creative Solution
Panthera launched Tiger Royalty, a program positioning tiger imagery as an "artistic rights asset." Brands using tiger-inspired visuals — from fashion to consumer goods — are invited to contribute a share of proceeds to Panthera’s Tigers Forever initiative, creating a direct value chain between cultural symbolism and conservation funding.
Panthera launched Tiger Royalty, a program positioning tiger imagery as an "artistic rights asset." Brands using tiger-inspired visuals — from fashion to consumer goods — are invited to contribute a share of proceeds to Panthera’s Tigers Forever initiative, creating a direct value chain between cultural symbolism and conservation funding.
Results
By reframing conservation as a licensing model, Tiger Royalty offers brands a meaningful CSR opportunity while generating sustainable funding to increase wild tiger populations by 50% over 10 years across key Asian habitats.
By reframing conservation as a licensing model, Tiger Royalty offers brands a meaningful CSR opportunity while generating sustainable funding to increase wild tiger populations by 50% over 10 years across key Asian habitats.
Agency: Happiness Brussels | Role: Creative/Copywriter (EN)
