Task : In 2018, fur is still a thing. And since it has a revival on the runway, the fight against the cruel fur trade is more urgent than ever. How can we finally kill supply and demand?
Insight : GIFs and the demand for fur are at an all time high since the nineties. And the cycle does not seem to stop.
Idea : An endless GIF shows in an never-ending loop that killing animals for fur is wrong. It fits perfectly to all social media and boils our message down to the core: no sound, no stop. And with just a simple tap, users share the post and play the looped GIF in reverse, breaking the negative cycle.
This student campaign titled '#Tap2Change' was published in Germany in September, 2017. It was created for the brand: Fur for Animals, by ad school: Miami Ad School. This Digital medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted almost 5 years ago.
Advertising Agency: Miami Ad School, Hamburg, Germany
Guiding Teacher / Tutor: Niklas Frings-Rupp
Art Directors: Kushal Birari, Stefan Rotaru
Copywriter: Philip Ziegler