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Fur Hurts,
How does it feel to be skinned alive?

The Peta "Fur Hurts" campaign aimed to raise awareness about the cruelty of fur production in a unique and impactful way. Instead of using graphic violence or gore, we took a different approach by creating 36 life-size animal sculptures covered in over 5,000,000 pins.

Client

Peta

Project Type

Outdoor, Website

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Case study

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"The message was clear,

fur may appear beautiful, but it is only skin deep."

Our digital campaign integrated seamlessly by allowing viewers to take action by pulling out a virtual needle to pledge against fur, which would result in a piece of fur growing back on the animal sculpture to relieve the pain.

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By highlighting the suffering that animals endure for the sake of fashion,

we aimed to inspire viewers to make more ethical choices when it comes to their clothing purchases.

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