Truth Coat

Agency Network: 
May 2012

Faux fur isn't always faux. It's real - real dog and cat fur. 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. There’s a switch-off factor when it comes to animal cruelty – how do you make a horrific fact known, without people turning away? Make the truth hit home. 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 a well know jeweler, with all the proceeds donated to Fur-Free's cause.

Ambient advertisment created by Ogilvy, South Africa for Fur-Free, within the category: Public Interest, NGO.

Advertising Agency: Ogilvy Brand Activation, Johannesburg, South Africa
Executive Creative Director: Greg Cameron
Creative Director: Caroline Bergh
Art Director: Brett Terblanche
Copywriter: Jack Malepa
Photographer: Michael Doran
Additional credits: Bianca Christodoulou, Noeline vandenBerg

Comments (5)

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gadgets's picture
Activity Score 1063

it is great way to take a delicate issue like this.

Jackbr's picture
Activity Score 1500

Great an funny


kylevuong's picture
Activity Score 31

Pretty impressive...

kleenex's picture
Activity Score 50204

I love the concept.

BURANATiNG's picture
Activity Score 80