| Título | Fur Hurts |
| Agencia |
Ogilvy China
|
| Campaña |
Fur Hurts
|
| Anunciante |
People for the Ethical Treatment of Animals PETA
|
| Marca |
PETA
|
| Fecha de primera difusión/publicación |
2013 / 3
|
| Sector Empresarial | Protección / Derechos de los animales, adopción
|
| Lema | How does it feel to be skinned alive ? |
| Sinopsis | 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 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. |
| Medio |
Exterior
|
| Más información | http://furhurts.petaasiapacific.com |
| Responsable de la creación |
Graham Fink
|
| Director ejecutivo de creación |
Wilson Chow
|
| Director ejecutivo de creación |
Juggi Ramakrishnan
|
| Director creativo |
Xingsheng Qi
|
| Director creativo |
Peggy Wang
|
| Director creativo |
Morris Ku
|
| Director artístico |
Qianru Zhang
|
| Director artístico |
Ashley Chen
|
| Responsable de conceptos / redactor |
Kweichee Lam
|
| Director creativo adjunto |
Awing Chen
|
| Director creativo adjunto |
Paul Bo
|
| Director creativo adjunto |
Ming Law
|
| Business Director |
Canna Jiao
|
| Business Director |
Uma Wang
|
| Head of Digital |
Peony Wu
|
| Social Marketing Manager |
Olivia Fang
|
| Fotógrafo |
Zhong Shi
|
| Responsable de cuentas de agencia |
Freya Yan
|
| Responsable de cuentas de agencia |
Iris Huang
|
| Worldwide Chief Creative Officer |
Tham Khai Meng
|
