Although tigers are a symbol of majesty and power, they are also at great risk of extinction.
Prada is raising awareness of the plight of the tiger in the "Action In The Year Of The Tiger" campaign starring actor/singer Li Yifeng and actress Chun Xia.
Produced in partnership with photographer Liu Song, the images and video depict the Chinese stars moving around an evocative red space. The resulting narrative builds on gestures and direct spontaneous interaction with the viewer.
However, this is only the basis for the multilayered narrative that revolves around the campaign's mission to save the tiger. The Prada logo is transformed into a powerful icon, based on classical Chinese techniques and the tiger's characteristic attributes.
The campaign invites talented under-30s at art schools in China as well as international ones to produce their own personal interpretation of the tiger through the languages of painting, design and sculpture.
The students' works will be judged by a special jury comprising the artists Liu Ye, Lu Yang and Goshka Macuga, and some will be chosen for use in a special project taking place throughout 2022.
The Prada Group is also contributing to the conservation of the endangered Amur tiger by making a donation to "Walking With Tiger And Leopard" programme by the China Green Foundation. The programme shares information about wildlife and biodiversity with the public to raise awareness of tiger and leopard conservation in order to create an "Eden Of Big Cats" where tigers live in harmony with humans.
