sierra club

Objective: Through the use of public participation and engagement, communicate and bring awareness to the deforestation displacing the Amur Tiger in what is called Tiger Liquidators.

Content: Founded in 1892 by the legendary conservationist John Muir, the Sierra Club is the nation’s largest and most influential environmental organization. Their Resilient Habitat campaign takes on the patriotic pursuit that our water and wildlife are assets for us to enjoy. To that extent, they have tackled the illegal logging that has taken place in the Russian Far East has contributed to the deforestation and destruction of the world’s last Amur Tiger habitat. 

By using posters in a campaign fashion, the objective is to make a connection between the everyday use of hardwood floors and the habitat in which it comes from. With walls of deforestation and a tiger upon hardwood glancing back, there is no question that the two worlds are merging. The headline “From their home to yours,” gives viewers an insight into what is happening, and to be consciously aware of the dangers of illegally sourced hardwood flooring.