Fur Hurts

Agency: Ogilvy


The campaign is to reveal the horrific truth about Chinese fur farms. The life-like sculptures created by Shenyang University Art Department portray the animals suffered in fur trade, such as rabbits, minks and foxes in 550 thousands of tiny needles. In Mar. 27-28, 2013, The installation exhibited at the Zhuozhan Shopping Center in Shenyang as an invitation to make a pledge against buying fur. Three respective 3D outdoor billboards are sculpted with sewing needles, bearing information and showing around Beijing and chilly northeast provinces of China where fur demand is high. We also built a site where people could pledge never wear fur and share their thoughts on a social platforms. For each pledge collected, a needle will be removed from and replaced with a strand of fur. Chinese celebrities like movie star Sun Li joined the cause, her promo video and Weibo tweet also grew an outrage against fur industry. After over 5 mainstream TV news, 30 digital media and 40 Chinese artists spread this campaign in various channels rapidly, more than 300,000 people pledged to give up fur and acquired 20,564 Weibo retweets, 44,541 clicks in promo video within only one week.

This professional campaign titled 'Fur Hurts' was published in China in June, 2013. It was created for the brand: PETA, by ad agency: Ogilvy. This Outdoor medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted over 10 years ago.


Advertising Agency: Ogilvy & Mather, Shanghai / Beijing, China
Chief Creative Officer: Graham Fink
Executive Creative Directors: Juggi Ramakrishnan, Wilson Chow
Creative Director: Xingsheng Qi
Senior Creative Directors: Morris Ku, Peggy Wang
Art Directors: Ashley Chen, Hang Qi
Senior Copywriter: KweiChee Lam
Associate Creative Director / Copywriter: Paul Bo, Awing Chen
Associate Creative Director / Art Director: Ming Law
Business Directors: Uma Wang, Canna Jiao
Head of Digital: Peony Wu
Social Marketing Manager: Olivia Fang
Photographer: Zhong Shi
Account manager: Freya Yan
Senior Account Manager: Iris Huang


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.