In a taster of work yet to come, artists’ work was creatively previewed behind the iconic ‘Tiger-claw’ and reproduced onto tiny guerilla stickers. These were then scattered around the urban landscape of Auckland.

Top ten go to town:

The top 10 artists’ work was proudly exhibited, swamping Auckland streets with blocks of guerilla street posters, and striking Tiger wall murals.

Steal this art:

The big twist nobody was expecting: artists’ works had been made to be stolen.

Stealable canvases were hung, like in galleries, throughout the city with paper coverings featuring the Tiger claw. People were enticed to rip them open and ‘steal’ artwork for themselves, spreading artists’ work near and far.

Permanent pieces of Tiger-branded art were taking pride of place in key influencers homes.

Tiger Translate 2012 goes off:

The grand finale was a celebration of all things creative, with thousands of people meeting, mingling and congratulating artists.

Emerging artists received invaluable exposure in both the real world and the social sphere.

•We increased Tiger purchase consideration from 4% - 6% (not bad for a non-product-centred campaign!)

•5,700 new Facebook fans – huge 350% growth, exceeding the target objective of 1,000 additional fans.

•39,181 page-views over the competition period (Increase of 1,169% on the previous year)

•And finally, out of the 64 competition artist entries, 20 stealable canvases now have pride of place in people’s homes thanks to legal stealing!

Instead of being a pact with the devil, artists now viewed Tiger’s support as genuine and worthwhile.