Fur-Free DM Fur-Free: Truth Coat by Ogilvy Johannesburg

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Fur-Free: Truth Coat

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Industry Environmental & Animal Issues
Media Direct marketing
Market South Africa
Agency Ogilvy Johannesburg
Executive Creative Director Greg Cameron
Creative Director Caroline Bergh
Art Director Brett Terblanche
Copywriter Jack Malepa
Photographer Michael Doran
Released July 2012

Credits & Description

Category: Charities & appeals
Brand: Fur-Free
Agency: Ogilvy Brand Activation
Country: South Africa
Faux fur isn't always faux. It's real - real dog and cat fur. Every day, an estimated 5400 cats and dogs are killed for their fur. They're specially bred for this purpose, and their fur used on gloves, hats, jackets, shoes and animal toys. Retailers unknowingly sell these, consumers think itâs fake, and so demand stays constant. Thereâs a switch-off factor when it comes to animal cruelty â how do you make a horrific fact known, without people turning away? Ogilvy Brand Activation , South Africa made the truth hit home. Dog jackets were created and supplied to parlours frequented by dogs with celebrity owners. The jackets highlighted the simple truth behind "faux fur", and inspired both celebs and the public to spread the message via Twitter. A label inside the jacket called for people make a fur-free pledge by purchasing a limited-edition sugar spoon master crafted by a well know jeweler, with all the proceeds donated to Fur-Free's cause.
Category: Charities & appeals
Client: Fur-Free
Agency: Ogilvy Brand Activation
Country: South Africa
Executive Creative Director: greg cameron
Creative Director: Caroline Bergh
Copywriter: jack malepa
Art Director: Brett Terblanche
Agency Producer: Noeline Van Den Berg
Agency Producer: Bianca Christodoulou
Photographer: michael doran