| Заголовок | Fur Hurts |
| Агентство |
Ogilvy China
|
| Кампания |
Fur Hurts
|
| Рекламодатель |
People for the Ethical Treatment of Animals PETA
|
| Бренд |
PETA
|
| Дата первой трансляции/Публикации |
2013 / 3
|
| Бизнес сектор | Права животных / Безопасность /Прием
|
| Слоган | How does it feel to be skinned alive ? |
| История | 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. |
| Тип медиа |
На открытом воздухе / вне дома
|
| Больше информации | http://furhurts.petaasiapacific.com |
| Главный креативный директор |
Graham Fink
|
| Исполнительный креативный директор |
Wilson Chow
|
| Исполнительный креативный директор |
Juggi Ramakrishnan
|
| Креативный директор |
Xingsheng Qi
|
| Креативный директор |
Peggy Wang
|
| Креативный директор |
Morris Ku
|
| Арт-директор |
Qianru Zhang
|
| Арт-директор |
Ashley Chen
|
| Копирайтер |
Kweichee Lam
|
| Ассоциированный креативный директор |
Awing Chen
|
| Ассоциированный креативный директор |
Paul Bo
|
| Ассоциированный креативный директор |
Ming Law
|
| Коммерческий директор |
Canna Jiao
|
| Коммерческий директор |
Uma Wang
|
| Руководитель цифрового формата |
Peony Wu
|
| Social Marketing Manager |
Olivia Fang
|
| Фотограф |
Zhong Shi
|
| Специалист по работе с заказчиками |
Freya Yan
|
| Специалист по работе с заказчиками |
Iris Huang
|
| Международный главный креативный директор |
Tham Khai Meng
|
