Fur-Free Truth Coat

Truth Coat


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. They’re specially bred for this purpose, and their fur used on gloves, hats, jackets, shoes and animal toys. Retailers unknowingly sell these, consumers think it’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 “faux fur”, 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-Free’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


Truth Coat

Truth Coat

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