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.

This professional campaign titled 'Handbag' was published in South Africa in December, 2009. It was created for the brands: Fur Free and International Anti-Fur Coalition, by ad agency: Lowe. This Film medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted almost 14 years ago.


Advertising Agency: Lowe Bull, Cape Town, South Africa
Creative Director: Kirk Gainsford
Art Directors: Romano Cardinal, Cameron Watson
Copywriters: Simon Lotze, Caitlin Cloete
Director: Anna Lize Mostert
Production Company: 7 Films


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