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Ogilvy & Mather Beijing's art installation makes emotional plea for PETA

27 March, 2013


Fur Hurts

Integrated On- and Offline Campaign Reminds Chinese Public of the Brutal Realities of Fur in Fashion

BEIJING — To raise awareness in China about unethical fur farming practices, People for the Ethical Treatment of Animals (PETA) Asia and Ogilvy & Mather, Beijing have launched an integrated campaign, “Fur Hurts,” with a provocative art installation and corresponding public relations and social media crusade.

“Fur coats and trims on jackets, shoes, and other accessories may look fashionable, but they’re the result of terrible pain,” said Hailey Chang, Chinese Campaign Coordinator, PETA Asia. “This is especially true in China, where fur sales have increased to over 22 percent last year and are expected to reach RMB 16.4 billion (USD 2.6 billion) over the next two years.1 So this is a big business and even bigger challenge to overcome.”

O&M Advertising/Beijing brought their idea to life by engaging with the local art community, led by acclaimed Chinese artist Xie Yong, Professor of the Shenyang University Art Department, and his students, to create a series of nine unique, life-like sculptures that portray the animals most threatened by China’s fur trade, such as rabbits, minks and foxes. Instead of wearing their own highly prized fur, these animals are covered in coats of needles to signify the intense pain they feel at the hands of fur traders. Exhibited at the Zhuozhan Shopping Center in Shenyang, Liaoning Province, one of the chilly northeast Chinese provinces where demand for fur is highest, the sculptures are accompanied by a documentary showing grisly scenes of animals being inhumanely kept and killed as well as a call to action for viewers to pledge against fur. Ogilvy Public Relations/Beijing also pitched in through media outreach and Chinese celebrity endorsements to further the campaign and the cause.

To maximize the installation’s exposure, O&M Advertising/Beijing took the campaign online by creating a campaign mini-site where the animals have been recreated virtually alongside an online petition. Each pledge collected promises a needle’s removal from the online sculpture that is then replaced with a strand of fur to symbolize the real animals’ being saved from harm. Participants are encouraged to share their pledges through social media such as Sina Weibo.

Juggi Ramakrishnan, Executive Creative Director, O&M Advertising/Beijing, said, “Because it can be quite challenging to ask people to watch real videos of animals suffering at the hands of humans, we took an artistic approach to represent the wretched pain and terrible price that millions of animals pay each year to meet the high demands for fashion. We hope this will prompt the public to stop purchasing and wearing clothing made from animal skin and fur.”

Learn the truth about animal suffering on the campaign mini-site:  

1 China Leather Association, 2012

Project title: “Fur Hurts”
Client: PETA Asia
Creative Agency: Ogilvy & Mather/Beijing
Chief Creative Officer: Graham Fink
Executive Creative Directors: Juggi Ramakrishnan, Kweichee Lam, Wilson Chow
Creative Director: Xingsheng Qi
Associate Creative Directors: Awing Chen, Ming Law, Paul Bo
Director: Morris Ku
Art Directors: Peggy Wang, Ashley Chin
Artists: Xie Yong and students of Shenyang University Art Department
Agency Producer: Tony Liang
Production Houses: BestChange (for web production), Ant-X Production Co. (for video production)
Exposure: Digital, outdoor

For photos or more information, please contact:
Wendy Fung
Corporate Communications
Ogilvy & Mather China  
+86 (10) 8520 6223

About Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. In 2012, O&M was named Cannes Lions Network of the Year and Most Effective Agency Network by the Effies Global Effectiveness Index. The company is comprised of industry leading units in all of the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing; consulting, research and analytics capabilities; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit, or follow us on Twitter @OgilvyWW and on

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