Prada’s Chinese New Year campaign for endangered tigers

Prada's amended logo to reflect Year of the Tiger

We love @Prada’s Chinese New Year campaign that focuses on raising awareness of endangered tigers and supports local creative talents 💚.

The campaign named “Action in the Year of the Tiger” consists of multiple projects: one is an invitation for all under-30s art school students worldwide to submit their personal interpretations of a tiger – with a couple to be chosen for a special project taking place throughout 2022. The other will make a donation to the “Walking with Tiger and Leopard” Program of China Green Foundation.

The campaign hashtag received a hefty 22 million views on Weibo within one day, driven partially by a video featuring an endorsement by brand ambassador, Li Yifeng. Many also adored the design twist on Prada’s iconic logo 🐯.

Find out more 👉🏼