Brief Explanation

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.

The Brief

Find a better way to communicate the animal cruelty of the fur farms in China to the consumers.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.