CLOSE

Project

虎牌啤酒 × 世界自然基金会 Tiger Beer × WWF #3890

简介:
2017年,虎牌啤酒与WWF合作,在新加坡发起了“3890”项目。3890,是当时世界上仅存老虎的数量。上个世纪,全球野生老虎数量骤减96%,由原来约100000只降至3890只,野生老虎,正面临着全球濒危的困境。而虎制品的非法交易,则是老虎消失的主要原因之一。国际犯罪集团通过杀害并出售老虎身体的各个部分,牟取暴利。据统计,虎制品非法交易和更为广泛的野生动物非法交易问题每年规模达200亿美元。
为了改变这个局面,虎牌啤酒与WWF开启了长达六年的合作,希望能在2022年之前,使全球野生老虎的数量增加一倍,达到6000只。作为六年计划的其中的一部分,此次“3890”项目云集了来自6个不同国家的6位艺术家,分别为英杰,法国的Mademoiselle,马来西亚的Kenji Chai,俄罗斯的Nootk,英国的Nick Gentry和美国的Tran Nguyen。活动旨在释放出他们的创造力,创作独特的艺术作品,用艺术的力量来提高公众对老虎所处困境的认识,并借此打击虎制品非法交易。借助基于人工智能原则开发的创意数字机制虎牌艺术智能,公众还可以与这些艺术家开展虚拟合作,将自己的自拍照放入这六位艺术家所创造的虎元素作品中,打造出专属的自拍艺术作品。
“3890”项目利用技术将大众和艺术家结合在一起,希望可以通过此举使年轻一代坚决反对虎制品非法交易,让社会否定对老虎身体各个部分所需产品的需求。值得一提的是,为了推动自身应对这种迫切的形式,虎牌啤酒还将从其标志中去掉老虎的形象,并且在没有标志性老虎形象的特定包装上推出限量版产品,这是84年来首次采取这种举措,意在表明野生老虎即将消失的局面。
参加此次活动,对英杰来说更是一件责无旁贷的事情。因为老虎不仅是作品中经常出现的元素,也是他非常喜欢的动物。为了这次活动,他特意创作了一幅与虎有关的作品。在这副作品中,双眼紧闭的自画像与数只老虎融合在了一起,给人无限遐想。创作中闭上眼睛的那一刻,他仿佛能够感受到老虎在森林中自由奔跑迸发出的力量,那种挣脱束缚桀骜不驯的感觉,也是本次创作的灵感源泉。
中国传统文化中,老虎向来具有神秘的色彩,是象征力量、勇气和能力的美丽生灵,不仅在维持健康的生态系统方面发挥着至关重要的作用,还为人类历史上众多艺术作品提供灵感源泉,具有重要的文化意义。在英杰看来,一旦老虎消失,这一切都将成为空谈,所以我们必须为此做点什么。


Introduction: 
In 2017, Tiger Beer partnered with WWF to launch the "3890 Tigers" campaign in Singapore. The number 3890 was the last remaining population of tigers that time. Wild tigers are globally endangered; their numbers had dropped 96 percent in the last century from an estimated 100,000 to as few as 3,890 in 2007. Illegal tiger trade is one of the main reasons why tigers are disappearing. Their parts were sold for profit through international criminal enterprises. Today, illegal tiger trade and the wider problem of wildlife trafficking reaches an estimated USD20 billion per year.
“3890 Tigers” is part of a six-year global partnership between Tiger Beer and WWF and they hope to double the world's wild tiger population to 6,000 by 2022. Six artists from six different countries were invited to participate in this campaign, including Yingjie, France's Mademoiselle Maurice, Malaysia's Kenji Chai, Russia's Nootk, UK's Nick Gentry and USA's Tran Nguyen. This campaign aimed to uncage art and creativity and raise global awareness of the plight of wild tigers through art. Using Tiger Art Intelligence, a creative digital mechanism built on Artificial Intelligence (AI) principles, the public can virtually collaborate with these artists to create their own unique versions of these striking artworks. Each selfie art generated by AI features the user's selfie alongside that of a tiger, in the artistic style of one of the six artists.
“3890 Tigers” brought people and artists together through technology and their goal was to inspire a global movement by empowering a generation of young people to make a stand against illegal tiger trade and make demand for products with tiger parts socially unacceptable. What’s more, to drive home the urgency of the situation, the iconic beer from Asia will also be removing the tiger from its logo and introducing a limited-edition product on select packaging without the iconic tiger for the first time in 84 years, symbolizing the situation of wild tigers disappearing.
Participating in this campaign is a responsibility for him, because tiger is not only a frequent element in his works, but also one of his favorite animals. For this campaign, he created a painting about tiger. In this work, he closes eyes and several tigers are around him. “Once I closed my eyes, I seemed to feel the power of tigers running freely in the forest, and the feeling of breaking away from bondage”, Yingjie said. It was also the inspiration of this work.
In traditional Chinese culture, tiger has always been mysterious. As beautiful creatures that symbolize strength, courage and power, tiger is not only plays a crucial role in maintaining a healthy ecosystem, but also inspires much art in human history. In Yingjie’s opinion, once tigers disappear, all of these will be meaningless, so we have to do something about it.

Back Top