where’s tony?

challenge

tigers are on the brink of extinction. over the last century the tiger population has dwindled from 100,000 to fewer than 3,900.

idea

to make people aware of the plight of the tigers we are going to remove tony from the box. In his place will be nothing, except a silhouette. tony will not return to the box, commercials, pop, and pretty much anywhere he used to appear until we add 1,000 new tigers to the population. everything we do will show that all tigers need to be saved, because in the immortal words of tony, “they're gr-r-reat”