In the 1960's the Siberian tiger was nearly hunted to extinction. but recovery efforts thankfully brought the species back from the brink to the point where there are now around 450 animals in existence in Southern Russia. The lesson, however, has been lost on the locals who still feel its okay to poach the animal.

To drive home the point the World Wildlife Fund partnered with the Russian arm of the Leo Burnett agency (who created Tony the Tiger for Kellogg's) to launch a campaign involving more than 3,000 Tiger shirts. These were offered through events both online and off and endorsed by many local celebrities and organizations. The shirts held a secret, though, an Augmented Reality barcode. Several trendy fashion stores in Moscow agreed to have a number of special dressing mirrors installed in their retail spaces. Whenever someone wearing one of the special Tiger tees stood in front of a mirror, it's hidden camera and computer system triggered a simulation of the person being shot, the idea that it is the image of the tiger on their chest that has attracted the gunfire. You can see actual footage of people being surprised in this manner below. Warning: includes simulated violence.