Peta: Online fur shop
Agency: Y&R Shanghai
Objectives
Make fur purchases un-sexy leading to saved animal lives
In China every year approximately one hundred million animals are killed for their fur.
Thus, one of the most important tasks for PETA is to communicate their anti-fur message in a way that confronts people with the horrible reality of the fur trade.
Non-profit organizations have been stressing a 'Say No to Fur' agenda for years. Yet, the sales of fur continue to grow steadily in China. The advertisements and slogans like "No buying, no killing", as they stand are tired and overused...