When it comes to fur, what you get from most people is:



When in reality the situation is devastating. Respect For Animals is a small non-for-profit which fights the injustices of the fur industry. They asked to come up with a campaign that would make people rethink fur. To add to the challenge, most of the people bying fur are from Russia or China, so the campaign had to be truly international.

We decided go the rout of the most exposure:
skinning animal emoji.



This International Animal Rights Day, every animal emoji gets replaced by its skinned counterpart for the full 24 hours with the generous help of Twitter, Google and Apple.



As a teaser we also came up with the series of wild postings, which would appear a few days before.



This project was created for
D&AD New Blood brief and won


Credits:
AD: me
CW: Dan Greener
Guidance: Alex Sprouse