Tiger Trail

The WWF-Singapore’s AR-mazing Tiger Trail was a one-of-a-kind campaign launched by the organisation in conjunction with the Lunar Year of the Tiger. , The campaign aimed to raise awareness about the unrelenting decline of tiger populations across Southeast Asia, in conjunction with the Lunar Year of the Tiger.

The 3-part island-wide trail was an amalgamation of arts, conservation and technology to educate and spark discussion and action. A total of 33 life-sized tiger sculptures, and 2 art exhibitions that featured over 20 tiger-inspired art pieces were exhibited islandwide, each beautifully and uniquely produced by renowned international and local artists that presented a unique perspective on how climate change, poaching and deforestation is affecting tigers in the wild. Each sculpture had a QR code attached to its plinth that brought trail participants to take part in an educational game and download unique image filters.

From 8 February 2022 to 15 February 2022, the WWF-Singapore’s AR-mazing Tiger Trail had its first teaser, where 12 unique sculptures were displayed at the Kreta Ayer Square, in conjunction with Chinatown’s Lunar New Year street activation.

On 24 February 2022, a closed door preview was held at the iconic National Gallery Singapore, for distinguished corporate, art, and media partners who were the major contributors of the trail. The event was graced by the Senior Minister of State, Ms. Sim Ann, accompanied by WWF-Singapore’s Chairman, Mr. Achal Agarwal and WWF-Singapore’s CEO, Mr. R. Raghunathan.

On 26 February 2022, WWF-Singapore’s AR-mazing Tiger Trail was officially opened  to the public with a launch event at Gardens by The Bay, graced by the attendance of the Ambassador of the Embassy of the United States in Singapore, Mr  Jonathan Eric Kaplan, and the CEO of Gardens By The Bay, Mr. Felix Loh.

The AR-mazing Tiger Trail was centred around 3 missions, 3 causes and 1 goal and members of the public were invited to join Mala the Malayan tiger on a 6-week exploration journey to #GetWild for Biodiversity, Sustainability and to Combat Climate Change.

The campaign ended on 9 April 2022, where the tigers were put up for private auction. Snippets of the trail can be found on WWF-Singapore’s social media pages – Instagram (@wwfsg), Facebook (WWF-Singapore), and Youtube (https://www.youtube.com/channel/UCRvj6BrtcT-lMAoOS_aVz4w)