What if we could get humans to experience what it feels like to be a tiger in the wild?

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Drawing on the insight that people donate more when they feel empathy towards a cause, led to the creation of the film at the centre of this campaign. It asks both its stars and its viewers to put themselves in the position of the tigers. To achieve this, we employed an unorthodox technique; an approach we knew would divide opinion but also spark debate – hypnosis.

Working with a street casting company and Australia’s leading hypnotist, Peter Powers, we placed volunteers into a hypnotic state and led them to believe they were a family of tigers. The playful nature of the experiment soon took a twist. This purposefully provocative campaign aimed to get people talking.

The campaign was selected by Campaign Brief as Best Ad of the Day (April 30, 2020) –  chosen from the many submissions to their global creative site, Bestads.