People For The Ethical Treatment Of Animals (PETA) Outdoor, Design & Branding Fur Hurts by Ogilvy & Mather Beijing

Fur Hurts

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Design & Branding
Market China
Agency Ogilvy & Mather Beijing
Executive Creative Director Wilson Chow, Juggi Ramakrishnan
Creative Director Xingsheng Qi Ogilvy Beijing
Art Director Ashley Chen, Hang Qi
Photographer Zhong Shi
Account manager Freya Yan
Released June 2013


Cannes Lions 2013
Design Lions Posters Silver

Credits & Description

The campaign is to reveal the horrific truth about Chinese fur farms. The life-like sculptures created by Shenyang University Art Department portray the animals suffered in fur trade, such as rabbits, minks and foxes â in 550 thousands of tiny needles. In Mar. 27-28, 2013, 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 are sculpted with sewing needles, bearing information and showing around Beijing and chilly northeast provinces of China where fur demand is high. We also built a site 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 grew an outrage against fur industry.
After over 5 mainstream TV news, 30 digital media and 40 Chinese artists spread this campaign in various channels rapidly, more than 300,000 people pledged to give up fur and acquired 20,564 Weibo retweets, 44,541 clicks in promo video within only one week.
Category: Charities & appeals
Client: PETA (People for the Ethical Treatment of Animals)
Agency: Ogilvy & Mather Advertising Shanghai, Beijing Branch
Production: Beijing Time Machine Advertising Co., Ltd
Country: China
Chief Creative Officer: graham fink
Executive Creative Director: Juggi Ramakrishnan
Creative Director: Xingsheng Qi
Executive Creative Director: wilson chow
Senior Creative Director: Morris Ku
Senior Creative Director: Peggy Wang
Art Director: Ashley Chen
Art Director: Hang Qi
Head of Copy: KweiChee Lam
Associate CD / Copywriter: Paul Bo
Associate CD / Art Director: Ming Law
Associate CD / Copywriter: Awing Chen
Business Director: Canna Jiao
Business Director: Uma Wang
Social Marketing Manager: Olivia Fang
Head of Digital: Peony Wu
Photographer: Zhong Shi
Account manager: Freya Yan
Senior Account Manager: Iris Huang
Yong Xie, Professor, Shenyang University