SKINNED ALIVE

Bronze Spike
TitleSKINNED ALIVE
BrandWILDLIFE MANAGEMENT ASSOCIATION
Product / ServiceANIMAL RIGHTS APPEAL
CategoryA02. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Entrant Company INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Production Company PLANIT Seoul, SOUTH KOREA

Credits

Name Company Position
Han Jeong Seok INNOCEAN Worldwide Chief Creative Officer
Jung A Kim INNOCEAN Worldwide Executive Creative Director
Jung Hyun Park INNOCEAN Worldwide Creative Director
Su Youn Kim INNOCEAN Worldwide Copywriter
Jong Hyun Kim INNOCEAN Worldwide Art Director
Young Ill Jang INNOCEAN Worldwide Art Director
Jae Shik Seo INNOECAN Worldwide Copywriter
Mi Ji Lee INNOCEAN Worldwide Copywriter
Hyuck Moon Kwon INNOCEAN Worldwide Copywriter
Na Ra Shin INNOCEAN Worldwide Art Director

Brief Explanation

- Let people know animals are skinned ALIVE - Let people EXPERIENCE the pain of animals - Make a print ad not passive but INTERACTIVE

The Brief

South Korea is the 2nd largest fur consuming market in the world. Although countless animals are brutally killed, People here just think of fur, as trendy fashion. Let's help these indifferent people to feel the pain of animals getting skinned ALIVE directly.

How the final design was conceived

We carried out careful trials to create the uneasy sensation of actually skinning an animal’s fur. We searched for the exact right paper, bloody paint, and binding agent for this campaign. We targeted likely fur consumers and sent them direct mail with our message. The receiver of the mail opens the envelope as usual. That moment, they will feel how they have skinned an animal without knowing what they’ve just done.

Indication of how successful the outcome was in the market

Direct mailing isn’t new or trendy, but this interactive ad delivers an experience where people can touch, hear, and feel real analog sensations. Readers naturally became direct perpetrators through our mails. We believe this traditional ad can touch and move people more powerfully than any online media.