Campaign: Fur Hurts
WPP company: Ogilvy & Mather Beijing
Client: PETA Asia

In Chinese fur farms, animals are often skinned alive and left to die in excruciating pain. The Chinese describe terrible suffering as ‘the pain of a thousand needles’. This installation project used over 500,000 needles to highlight the suffering of animals and show that fur is only beautiful until you look closer.

Result:

350,000 people pledged to give up fur.

Awards included:

  • Cannes Lions 2013 – Two Design Lions, one Silver and one Bronze.
  • LIA 2013 – Gold and silver award.
  • D&AD 2014 – In Book award.
  • AD Fest 2014 – Design Lotus, Integrated Lotus and two Gold awards.
Fur Hurts Fur Hurts

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