Italian luxury brand Prada launched a campaign "Action in the Year of the Tiger" to celebrate the Chinese New Year of the Tiger and to raise awareness on safeguarding tigers, the largest animal in the feline family and a species at the risk of extinction.

As part of the campaign, Prada's logo was transformed into a powerful tiger face.

The campaign invited art talents under 30 to create their own interpretations of the tiger through paintings, designs and sculptures. The applicants' works will be judged by a jury comprising of artists Liu Ye, Lu Yang and Goshka Macuga. Works by the finalists will be used during the campaign throughout 2022.

Chinese actor Li Yifeng and actress Chun Xia participated in the campaign.

Prada will also contribute to the conservation of endangered Amur tiger by making a donation to "Walking with Tiger and Leopard" program of China Green Foundation. The program shares information of wildlife and biodiversity with the public by high-tech monitoring methods to improve the awareness of tiger and leopard conservation by environment education in order to create an "Eden of Big Cats" which will allow tigers to live in harmony with humans.