Ogilvy Brand Activation in Joburg worked on this campaign for Fur-Free to spread the message to dog owners that often faux fur is in fact real dog and cat fur.
About the campaign:
Every day, an estimated 5400 cats and dogs are killed for their fur. Theyâ€™re specially bred for this purpose, and their fur used on gloves, hats, jackets, shoes and animal toys. Retailers unknowingly sell these, consumers think itâ€™s fake, and so demand stays constant.
Dog jackets were created and supplied to parlours frequented by dogs with celebrity owners. The jackets highlighted the simple truth behind â€śfaux furâ€ť, and inspired both celebs and the public to spread the message via Twitter. A label inside the jacket called for people make a fur-free pledge by purchasing a limited-edition sugar spoon master crafted by well known jeweler Jenna Clifford, with all the proceeds donated to Fur-Freeâ€™s cause.
Advertising Agency: Ogilvy Brand Activation, Johannesburg, South Africa
Creative Director: Caroline Bergh
Art Director: Brett Terblanche
Copywriter: Jack Malepa
Photographer: Michael Doran
Additional credits: Bianca Christodoulou, Noeline van den Berg