Fur For Animals
The Brief
The anti-fur movement first hit the mainstream in the 80's. David Bailey's 'Dumb Animals' helped shift the general public's perception of fur from fashion to cruelty. The use of fur in clothing has dropped since, but the fight is still ongoing.
The public's view is that fur is not really much of a problem given that a lot of brands now use faux fur. However they are still used in a lot of clothing. The challenge for this brief is too create sharable online content that will reach the audience in a way that will partly shock but mostly create debate around the issue.
The Solution
"Whats the difference?" a campaign to highlight the cruelty involved in the fur trade, we wanted people to understand that there is no difference between killing animals and killing humans. Humans are not above another life.
The Campaign
Our campaign's priority aim is too point out the horrific stats that revolve around the fur trade. Not many people know just how many animals it can take to make just the one coat. For example, 100 chinchillas are needed to make the single fur coat.
The line that will bring the whole campaign together is 'Whats The Difference'. This is all aimed at showing that buying into the fur trade is still soliciting the murder of thousands of lives. The comparisons used are people like convicted murders, they are paying for death with years of their life instead of pounds out their pocket.
Positioning
These ads will be positioned in places with high footfall such as city centers. This is also where most shops that sell fur clothing will be operating. Reaching those who might just be about to buy one, whilst raising the awareness around the issue.
