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The Smithsonian’s National Zoological Park and its Conservation Biology Institute, as well as DDB New York and U.S. band Portugal. The Man, have turned the idea of survival of the fittest on its head, creating a song on a limited number of degradable records and actually encouraging people to share them digitally. The analog-digital crossover puts the song’s fate, and therefore the fate of 400 Sumatran tigers, in the hands of 400 influencers, who, by spreading the song Sumatran Tiger, will raise awareness about the species, which is at risk of extinction. In a metaphor for its fate, if the 400 copies aren’t digitized and shared via social media, then the recorded song will disappear. If it survives in the music jungle, hopefully so too will the tigers.

Credits:

Brand: Smithsonian’s National Zoological Park and Conservation Biology Institute
Agency: DDB, New York, USA
Chief Creative Officer: Matt Eastwood
Art Director: Michael Kushner
Copywriter: Daniel Paredes
Group Creative Director: Andrew McKechnie
Executive Creative Director: Menno Kluin
Creative Directors: Julie Beasley, Mariana Costa
Producer: Nina Horowitz
Head of Production: Ed Zazzera
In-house Editor: Kyle McMorrow
Account Director: Marina Zuber
Account Supervisor: Angelina Singleton
Account Executive: Dan Colman
Technical Director: Jamie Templeton
Digital Designer: Megan Sheehan
Digital Producer: Meredith Moffat
Community Manager: Gurbani Chadha
Senior Content Strategist: Ryan Fenn
Editorial house: Fluid
Editor: John Piccolo
Additional Editing: Rhys Hecox, Christian Oreste
Executive Producer: Laura Relovsky
Audio Mixing: Mr. Bronx Audio, David Wolfe
Color- Nice Shoes: Lez Rudge
Online: Fluid NY
Production Company: Kamp Grizzly
Director / DP: Dan Portrait
Producer: Jeff Harding
Videographer: Paul Willetts
Lathe Production House: Peter King
Music Production House: Squeak E. Clean