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100，000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预计每年规模达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，分别为中国的陈英杰，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。
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 China's Yingjie Chan, 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 design on select packaging without the iconic tiger for the first time in 84 years, symbolizing the threat of wild tigers disappearing.Participating in this campaign is a responsibility for Chan, 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 his 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”, Chan 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 Chan’s opinion, once tigers disappear, all of these will be meaningless, so we have to do something about it.