In an effort to illustrate the severity of the risk of extinction for the Sumatran tiger, DDB New York sent 400 copies of an original song to a collection of recipients, who were then asked to make digital reproductions of the tune.
The song, which was composed by Atlantic Records ban Portugal, has been recorded on a specially designed record that degrades after 400 plays. If the recipients don't actively put in the effort to reproduce the song, then it will simply go extinct, a fate that is also looking alarmingly likely for the majestic Indonesian feline.
The campaign has been launched in conjunction with the Smithsoniana's National Zoological Park, which aims to draw the public's attention to the fact that there are only 400 of these big cats left in the wild. And although the campaign doesn't have an outright call for donations, those who are interested in contributing toward the cause can do so via the Endangered Song website.