WWF: Tigers

If you thought a tiger claw brings good luck, imagine having twenty and still being killed.

Advertising Agency: Saatchi & Saatchi, Mumbai, India
Creative Director: Juju Basu
Art Director: Ashwin Joharapurkar
Copywriter: Farhad Karkaria

April 2008


avmacdon's picture
21 pencils


crisis's picture
189 pencils

Kind of obvious line, no?

jsptrck404's picture
437 pencils

so obvious, no other writer has penned it. or has someone. yes? no? a few people claim it was done before, but better... so if you have, and know where, i'm sure we all would love to see a link to the work.

| think small |

bitterbuffalo's picture
4 pencils

Here's fulfilling your wish... View the Original "GOLD" Midas award winner at the New York festival 2004

getconnected2001's picture
987 pencils

Hats off to the copywriter.
Its magic of copy only!

Indian Ads Update!
Amit Singh

djakuza's picture
517 pencils

very nice! love it!

ivan's picture

It's great copy, but that medallion is too sexy. Makes me wanting one.

sloppy4's picture
1494 pencils

i can see it nestled in your chest hair.

ivan's picture

haha! how did you know i have chest hair? ;)

sloppy4's picture
1494 pencils

having visited the gellert baths, i figured all hearty hungarians have a small forest.

ivan's picture

Good observation.

wildbore's picture
749 pencils


wildbore's picture
749 pencils

i meen...It's great copy, but that medallion is too sexy. Makes me wanting one.

getconnected2001's picture
987 pencils

Just realized, its an Indian ad.
Will put it on my blog.

Indian Ads Update!
Amit Singh

soojay's picture
35 pencils

Strange change in tenses. Goes from past to present tense.
Shouldn't it say "If you think..."

dragon's picture
113 pencils

Good. Nice.

consolidated.db's picture
545 pencils

great work!

Neil Levy's picture
Neil Levy
314 pencils

neil levy

actually, i think the thought is right on, but the line could be written better. maybe even shorter.

here's how:
i would have started by trying to write the headline without the word "you". it reads "if you thought___." and i think "well, no i didn't." because in that case the "you" is personal. confused? lemme give you an example. if you say "you're born, you live and then you die" then in that case, the "you" is universal. because it's something that applies to every human being. and i believe that use of the word "you" is generally good writing. but when the line becomes something that i the reader am supposed to think already (like you know me personally and are talking directly to me) then it starts to get a bit flimsy. personally, i never knew tiger claws were supposed to be good luck, so i never thought it. at least until i read this. a better example of this mistake: i saw a dumb print ad that said something like "it's just like you always feel on pay day" and i think "how the hell does this ad know how i feel on pay day?" but i digress.

don't get me wrong. this ad is good thought. and the writing is easily correctable. and more important, it's for a great cause. so nice job overall. i might be a bit insane, about the "you" thing. but maybe not. ask other writers and see if they agree. when you work on a potential award winning client like wwf, every detail matters.

be well,

white_shadow's picture
108 pencils

agreed from "YOU"

yun siang orangutan's picture
yun siang orangutan
298 pencils

Number 1 ... in previous One Show Annual.

Munchurian's picture
4 pencils

Very nice line but sadly, it's done. Saw this same ad some years back in an award annual - look it up.

shades's picture
78 pencils

agree with Neil above. I didn't know tiger claws were good luck.
It does read a little clunky but I get it.
From a purest point of view, it could bee tighter.
From an consumer point of view "Holy fuck, those poor tigers, where do I donate"

budibud's picture
128 pencils


Trying to retire ad-man

kdhananjay's picture
7 pencils

same ad is done in 2003-04 and won Gold in Ny Fest For Client HDFC

Garg0yle's picture
144 pencils

What's more, the line in the old ad was MUCH BETTER! Saatchi India sux!

Penguin's picture
42 pencils

Recycle tiger claws as the agency has done with the concept.

Mandla N's picture
Mandla N
90 pencils

Am loving it

babahall's picture
43 pencils

Hey Ashwin! great stuff!! saatchi & saatchi eh?

1838 pencils

I don't mind the ad particularly, but how are you going to help change age old superstitions? Surely there are better ways to tackle the killing of animals than by going for those?

A not bad job done with a misdirected proposition.

We're going to need more lube.

Alistair C.'s picture
Alistair C.
692 pencils

good line

Shel-Man's picture
54 pencils

Nice work FK! But the visual is so good now I want a tiger claw to put round my neck!

XTG's picture
1355 pencils

i like it.
its' racional, and although obvious the message still gets across pretty well.

bitterbuffalo's picture
4 pencils
Guest's picture

The last time I checked tigers had 18 claws. Wonders of evolution?

shaliniganguli's picture
22 pencils

The last time I checked tigers had 18 claws. Wonders of evolution? But apart from that its really nice.

raavigeorgian's picture
2444 pencils

great copy...mr.farhad karkaria...keep up the good work

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