| Title | FUR HURTS |
| Brand | PETA |
| Product / Service | ETHICAL TREATMENT OF ANIMALS |
| Category | B05. Public Service, Charity & Fund Raising |
| Entrant | OGILVY BEIJING, CHINA |
| Entrant Company | OGILVY BEIJING, CHINA |
| Advertising Agency | OGILVY BEIJING, CHINA |
| Name | Company | Position |
|---|---|---|
| Zhong Shi | Beijing Time Machine Advertising | 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 | Chief Digital Officer 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 Chen | 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 |
Five TV stations,30 digital media, covered the event and the coverage was reposted on 40 famous Chinese artists' personal sites.Before this campaign, a PETA Weibo was forwarded 100 times on average. The target was to increase the rate by 1000%. We received more than 80,000 Weibo pledges against buying fur and the Weibo pledge was forwarded over 40,000 times in the first week which was 40 times our target. The art works have garnered praises from Ai WeiWei and other famous Chinese artists, starting a debate and growing outrage against the fur industry on social platforms like Weibo and RenRen.
By engaging with the consumer first hand in locations where fur demand is high, the show has managed to lower the guard of the viewer and get the message across loud and clear. Viewers were then encouranged to make a pledge against fur through our website by signing up with their Weibo account. The message was spread even further through the engagement of social media, video site and celebrity endorsements.
Although there was no lack of effort on PETA's part to expose the cruelty that fur animals have to suffer, the graphic nature of the material has been turning people away instead of attracting their attention. We need to get through to people that didn't depend on shock and awe or blood and gore. We got 36 skilled sculptors to cover dozens of life-zie animal models with over half a million needles and exhibit them around the chilly northeast provinces of China where fur demand is highest. The show alllowed the viewers to interact and get to feel the sufferings of the animals firsthand. Instead of being shocked, they were drawn in by the beauty of these animals to get motivated to make a stand.