2012 — FOUR PAWS — GGH MullenLowe

An online campaign targeting the fashion world to refrain from selling fur.

The challenge

Although public opinion is highly critical of the use of real fur in fashion, it is still offered in many shops. Whether fur bobbles, fur collars or fur trim on jackets and scarves, every little piece of fur trim is directly linked to cruelty to animals. No matter how much fur is used, from an animal welfare perspective, real fur is rarely ethical.

Every year, more than 100,000,000 animals die for the fur industry. However, this has been forgotten, especially by young people. FOUR PAWS wants to change that.

About FOUR PAWS

FOUR PAWS is a global animal welfare organisation based in Vienna, Austria. The organisation is focusing on gradually improving the living conditions of animals under direct human influence, by revealing suffering, rescuing animals in need and protecting them.

The campaign

We launched an online campaign targeting the international fashion world to refrain from selling fur. A virtual protest invites every one to take off their clothes and demonstrate against fur – with just a few clicks. The campaign turns unsuspecting consumers back into active animal rights activists. Many stars have already taken their clothes off to protest against fur. But that alone is not enough. To really make a difference, we need the masses.

The website

The centrepiece of the campaign is a website where anyone can transform themselves into a naked avatar - or Naketar for short - and protest against fur. Specifically against 7 selected companies that sell real fur. Of course, you can also find out how and why you should give the companies a hard time on the website.

The activiation

The campaign naturally thrives on participation. That's why every participant gets their own campaign page, which they can use to invite their friends to the protest march via social media. As a small reward for your commitment, you will receive points to unlock additional extras for your own Naketar.

More than 11,000 different nude stars protested on the microsite.

More adverts

In addition to spreading the word through users, other activating media such as online banners, posters, adverts, guerrilla stickers and radio spots were used to recruit more "Naktivists". The campaign was also taken up by FOUR PAWS to protest directly in front of and in selected shops.

The results

After just 2 months, 100,000 people from 130 countries have already visited the website. They configured a total of more than 11,000 naked tars, wrote over 30,000 protest emails to the companies and posted countless articles on the internet. And the best thing is: the first talks between the companies and FOUR PAWS are underway.

My role

UX and interface design of the interactive website, digital ads, facebook specials, illustration of vip naketars and out-of-home ads.

Creative team
Jan Wiendieck, Boris Grunwald, Nils Gallun, Stella Schmidt, Michael Sturm a.o.

Don't be shy, say hi.

+47 90508105

robert@stoof.design

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