People For The Ethical Treatment Of Animals (PETA) Outdoor, Design & Branding, Case study FUR HURTS by Ogilvy & Mather Beijing


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Industry Charities, Foundations, Volunteers
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Design & Branding, Case study
Market China
Agency Ogilvy & Mather Beijing
Associate Creative Director Paul Bo, Ming Law, Awing Chen
Executive Creative Director Juggi Ramakrishnan
Creative Director Xingsheng Qi Ogilvy Beijing
Art Director Ashley Chen, Hang Qi
Photographer Zhong Shi
Released May 2013


Cannes Lions 2013
Design Lions Posters Silver

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Posters
Advertiser: PETA
Chief Creative Officer: Graham Fink (Ogilvy & Mather Advertising Beijing)
Executive Creative Director: Juggi Ramakrishnan (Ogilvy & Mather Advertising Beijing)
Associate Executive Creative Director: Wilson Chow (Ogilvy & Mather Advertising Beijing)
Head Of Copy: Kweichee Lam (Ogilvy & Mather Advertising Beijing)
Creative Director: Xingsheng Qi (Ogilvy & Mather Advertising Beijing)
Associate Creative Director: Paul Bo (Ogilvy & Mather Advertising Beijing)
Professor: Yong Xie (Shenyang University)
Associate Creative Director: Ming Law (Ogilvy & Mather Advertising Beijing)
Associate Creative Director: Awing Chen (Ogilvy & Mather Advertising Beijing)
Senior Art Director: Morris Ku (Ogilvy & Mather Advertising Beijing)
Senior Art Director: Peggy Wang (Ogilvy & Mather Advertising Beijing)
Art Director: Ashley Chen (Ogilvy & Mather Advertising Beijing)
Art Director: Hang Qi (Ogilvy & Mather Advertising Beijing)
Chief Digital Officer: Peony Wu (Ogilvy & Mather Advertising Beijing)
Business Director: Uma Wang (Ogilvy & Mather Advertising Beijing)
Senior Account Manager: Iris Huang (Ogilvy & Mather Advertising Beijing)
Senior Account Executive: Freya Yan (Ogilvy & Mather Advertising Beijing)
National Knowledge Manager: Olivia Fang (Ogilvy Public Relations/Beijing)
Business Director: Canna Jiao (Neo@ogilvy Beijing)
Photographer: Zhong Shi (Beijing Time Machine Advertising Co./Ltd)
Brief Explanation
Although there has been extensive showing of the video depicturing the cruelty against fur animals, the graphic nature of the material has been turning people away instead of attracting their attention. The challenge is to find a way to express a horrible truth and still be able to communicate the nature of its cruelty to the heart of the viewers.
Describe the brief from the client
Find a better way to communicate the animal cruelty of the fur farms in China to the consumers.

Design Process
Imagine being skinned alive. We then try to visualize that pain by using a half million needles sticking into fur animal sculptures of different species. We want to draw the viewers with the beauty of the animal sculptures and then surprise them when they discover the animals are covered with needles instead of fur.

Over 80,000 people have already pledged to give up fur. Celebrities like Sun Li and Yang Mi have joined the cause. Newspaper and TV channels have helped spread the word. The art works were celebrated by the Chinese art community, garnering praises from Ai Wei Wei and other famous Chinese artists. On social platforms like Weibo and RenRen, the sculptures have sparked a debate and fueled a growing outrage against the fur industry.