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DDB is hoping the Sumatran tiger doesn't go the way of the vinyl record—particularly the quickly degradable one.
For Earth Day, DDB New York and the Smithsonian's National Zoological Park and Conservation Biology Institute are raising awareness of the endangered animal—of which only 400 are left—by creating an endangered song.
For The Endandered Song Project, the agency got Atlantic Records band Portugal. The Man to write a new track simply called "Sumatran Tiger" and release it only on 400 lathe-cut vinyl records, which are designed to degrade after a certain number of plays (about 100 plays, we're told).
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