| Title | FUR HURTS |
| Brand | PETA |
| Product / Service | ETHICAL TREATMENT OF ANIMALS |
| Category | A09. Environmental Design |
| Entrant | OGILVY BEIJING, CHINA |
| Entrant Company | OGILVY BEIJING, CHINA |
| Advertising Agency | OGILVY BEIJING, CHINA |
| Name | Company | Position |
|---|---|---|
| Zhong Shi | Beijing Time Machine Advertising Co./Ltd | Photographer |
| Canna Jiao | Neo@ogilvy Beijing | Business Director |
| Olivia Fang | Ogilvy Public Relations/Beijing | National Knowledge Manager |
| Freya Yan | Ogilvy/Mather Advertising Beijing | Senior Account Executive |
| Iris Huang | Ogilvy/Mather Advertising Beijing | Senior Account Manager |
| Uma Wang | Ogilvy/Mather Advertising Beijing | Business Director |
| Peony Wu | Ogilvy/Mather Advertising Beijing | Chief Digital Officer |
| Hang Qi | Ogilvy/Mather Advertising Beijing | Art Director |
| Ashley Chin | Ogilvy/Mather Advertising Beijing | Art Director |
| Peggy Wang | Ogilvy/Mather Advertising Beijing | Senior Art Director |
| Morris Ku | Ogilvy/Mather Advertising Beijing | Senior Art Director |
| Awing Chin | Ogilvy/Mather Advertising Beijing | Associate Creative Director |
| Ming Law | Ogilvy/Mather Advertising Beijing | Associate Creative Director |
| Yong Xie | Shenyang University | Professor |
| Guilin Bo | Ogilvy/Mather Advertising Beijing | Associate Creative Director |
| Xingsheng Qi | Ogilvy/Mather Advertising Beijing | Creative Director |
| Kweichee Lam | Ogilvy/Mather Advertising Beijing | Head Of Copy |
| Wilson Chow | Ogilvy/Mather Advertising Beijing | Associate Executive Creative Director |
| Juggi Ramakrishnan | Ogilvy/Mather Advertising Beijing | Executive Creative Director |
| Graham Fink | Ogilvy/Mather Advertising Beijing | Chief Creative Officer |
Although there has been extensive showing of the video depicturing the cruelty against fur animals, the graphic nature of the material has been turning people away instead of attracting their attention. The challenge is to find a way to express a horrible truth and still be able to communicate the nature of its cruelty to the heart of the viewers.
Find a better way to communicate the animal cruelty of the fur farms in China to the consumers.
Imagine being skinned alive. We then try to visualize that pain by using a half million needles sticking into fur animal sculptures of different species. We want to draw the viewers with the beauty of the animal sculptures and then surprise them when they discover the animals are covered with needles instead of fur.
Over 80,000 people have already pledged to give up fur. Celebrities like Sun Li and Yang Mi have joined the cause. Newspaper and TV channels have helped spread the word. The art works were celebrated by the Chinese art community, garnering praises from Ai Wei Wei and other famous Chinese artists. On social platforms like Weibo and RenRen, the sculptures have sparked a debate and fueled a growing outrage against the fur industry.