PETA : Fur Hurts

PETA’s’Fur Hurts’ campaign in association with Ogilvy & Mather was created 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 in 550 thousands of tiny needles. In March, 2013, the installation was 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 with sewing needles, bearing information and showing around Beijing and chilly northeast provinces of China where fur demand is high. The agency 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.
 
Advertising Agency: Ogilvy & Mather, Shanghai / Beijing, China