PETA reveals that fur is beautiful but only until you look closer in hard-hitting anti fur campaign via Ogilvy & Mather Beijing
Ogilvy & Mather Beijing has created a hard-hitting campaign for PETA to reveal the horrific truth about Chinese fur farms.
The campaign features life-like sculptures created by the Shenyang University Art Department to portray the animals that endure horrible suffering from the fur trade – such as rabbits, minks and foxes. The sculptures were made using 550,000 tiny needles.
In March over three days the installation exhibited at the Zhuozhan Shopping Center in Shenyang as an invitation to make a pledge against buying fur.
Three respective 3D outdoor billboards were sculpted using sewing needles. These billboards were shown around Beijing and the chilly northeast provinces of China where fur demand is high.
Ogilvy also built a website where people could pledge never wear fur and share their thoughts on a social platforms. For each pledge collected, a needle will be removed from and replaced with a strand of fur.
Chinese celebrities like movie star Sun Li joined the cause, her promo video and Weibo tweet also saw outrage grow against the fur industry.
After coverage on more than five mainstream TV news channels, 30 digital media and 40 Chinese artists spreading this campaign in various channels, more than 300,000 people pledged to give up fur. In the first week the campaign also acquired 20,564 Weibo retweets and 44,541 clicks in the promo video.
