Truth Coat

Agency: Ogilvy


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.

This professional campaign titled 'Truth Coat' was published in South Africa in May, 2012. It was created for the brand: Fur-Free, by ad agency: Ogilvy. This Ambient medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted over 11 years ago.


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

Alessio Maria C...


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