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CORD Creates a Spine-Tingling Narrative Composition for WWF’s ‘Tiger Protectors’

Music agency, CORD, soundtrack moving ‘#iProtectTigers’ TVC

CORD Creates a Spine-Tingling Narrative Composition for WWF’s ‘Tiger Protectors’

In a moving Christmas spot directed by Partizan’s Martin Stirling, ‘#iProtectTigers’, tells the heart-warming tale of a family who nurse a tiger back to health in their own home. In a bid to encourage families to become ‘Tiger Protectors’, the commercial diverts from traditional calls for ‘adoption’ to bring home what a donation could really do.

As the spot contains no dialogue CORD were required to create a powerfully emotive score that would tell the tale of the family and the tiger. 

Since there is no narrative dialogue, all of the storytelling had to come through in the edit and the music.” Explains Founding Partner, Elisa Harris. “We wanted the composition to relay the tiger’s emotions on his journey to recovery, but also give weight to key moments, and leave space for others.”

CORD enlisted the skills of composer, Joseph Alexander who carefully crafted the music for the campaign.

“Joseph specialises in orchestral music, strings and piano.” Explains CORD ECD, Dominic Goodman. “With such an emotive film, we knew he’d be able to create a score that not only developed the narrative and emotional journey, but create a memorable melody that would ring true for the brand.”  

CORD and Joseph worked together to weave a soundtrack that reflected the tiger’s unusual environment and echoed the ups and downs of his emotions. To achieve the finer nuances of these moments in the story, it was imperative for them to work the composition around specific elements of the visuals and the sound mix. 

“It was important that when the tiger felt distress, we gave space to the wounded sounds of the growl. The silence around the call helps to bring his distress into reality, despite the unnatural environment.” Explains Dominic.
A key moment in the narrative comes at the end of the film, when the tiger looks back to the family and the audience. The music in the film changes at this last moment to highlight the importance of the cause. 

“The melody that runs throughout the composition worked to reflect the parts of the story set in the home. We wanted to lay bare the reality of the tiger’s situation as he walks into the jungle, so, in the final moments of the ad, we decided to strip the melody away entirely leaving three bare chords – and hopefully a moment that pulls on everyone’s heartstrings!” 

WWF-UK’s #iProtectTigers campaign is part of the wider Tx2 goal to double the number of wild tigers by 2022. By donating £5 a month to become a ‘Tiger Protector,’ supporters can receive a personalised storybook along with updates throughout the year. 

The advert launched on 19th November and will run throughout the festive season.


Advertiser: WWF

Creative Agency

Creative Agency: J. Walter Thompson London

Creative Director: Jaspar Shelbourne

Planner: Chris Bailey

Executive Creative Director: Russell Ramsey

Senior Account Manager: Sophie Christiansen

Project Manager: Steve Hedge

Creatives: James Humphreys, Craig Hunt

Global Director in Charge: Emma Howarth

TV Producer: Denise Connell, Edmund Thorn

Account Director: Anna Hall

Media Agency

Media Agency: ARM

Planner: Oliver Bertwistle + Tom Parker

Production Company

Production Company: Partizan

Director: Martin Stirling


Editor: Steve Ackroyd @ Final Cut


Composer: Joseph Alexander

Music Agency: CORD

Producer: Luke Farmer

Sound Design: Chris Turner @ Jungle

Category: Charity , Corporate and social

Genre: Music & Sound Design , Music performance , PR , Storytelling