<img src=”“https://thumbs-prod.si-cdn.com/ePfuSteTw7pgT0BHhq5fZcCREaA=/800×600/filters:no_upscale()/https://public-media.smithsonianmag.com/filer/1c/1b/1c1be224-6926-4275-bdff-65b40bcd5c25/19025215_1366527680095831_6775332096175927222_o.jpg” alt=“Leopard” itemprop=“image”>
December 29, 2017
In the early summer of 2017, visitors to Yerevan Botanical Garden in Armenia’s capital were likely to come across an unusual sight: one of the country’s last remaining Caucasian leopards, patiently awaiting guests on his outdoor perch. Often he’d sit, occasionally he’d pace, and once in a while he’d roar. Despite the animal’s sharp teeth and fearsome claws, people stopped to pose with him, pat his back and even challenge him to a game of chess.
Yerevan’s ‘urban wildcat’ was actually a part of an environmental campaign called “Take a Photo with the Leopard,” a collaboration between the World Wildlife Fund (WWF)’s Armenia and ARLOOPA, a Yerevan-based augmented reality (AR) and virtual reality (VR) app and game development company. Although the original AR markers—in which people could pose beside a life-size virtual leopard—have since been removed, anyone can still download a free pocket-size version and snaps pics with the animal wherever they go.
Caucasian leopards are the world’s largest leopard subspecies by size, and one of the most endangered. Once common in the mountainous regions of the Caucasus, habitat loss and hunting decimated populations. During the Soviet era, the government considered them a threat to farms and livestock, offering a reward of 70 RUB per head for their removal. Today, less than 1,300 individuals are estimated to inhabit a territory stretching across Iran, Turkmenistan, Afghanistan, Azerbaijan and Georgia. Fewer than a dozen remain in Armenia.
“The Caucasian leopard is an extremely cautious animal, and also one that’s verging on extinction,” says Arsen Gasparyan, WWF-Armenia’s National Coordinator of the Conservation of Leopard in the Southern Caucasus project, “so seeing one in the wild is rare. We wanted to increase public awareness about this threatened species [in a new and inventive way].”
WWF-Armenia first began discussing the idea for a campaign integrating AR technology back in February 2017, commissioning ARLOOPA soon after to bring it to life. “We are known in Armenia as digital magicians,” says Arman Atoyan, ARLOOPA’s Co-Founder and CEO, “because of our use of cutting-edge tech.” After a few brainstorming sessions together they came up with the idea to have a life-size, computer generated leopard accessible in different spots throughout Yerevan.