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International Anti-Fur Coalition Advert

[youtube]http://www.youtube.com/watch?v=9bLx-TcsijM[/youtube]

Created by Lowebull Cape Town.

The idea is to give the viewer a reality check by showing that this glamorous fur handbag was once an animal. We convey this message by giving the bag real intestines as if it were a live animal being ripped open. The fact that the woman is completely nonchalant about the animal innards is a device to show that people don’t see the torture committed by the fur trade when purchasing fur.

Creative Director: Kirk Gainsford.
Art Director: Romano Cardinal, Cameron Watson.
Copywriter: Simon Lotze.

Production House: 7 Films.
Director: Anna Lize Mostert.
Producer: Chantel Kriel.
DOP: Lourens Van Rensburg.