|Brand||WILDLIFE MANAGEMENT ASSOCIATION|
|Product / Service||ANIMAL RIGHTS APPEAL|
|Category||A02. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards|
|Entrant||INNOCEAN WORLDWIDE Seoul, SOUTH KOREA|
|Entrant Company||INNOCEAN WORLDWIDE Seoul, SOUTH KOREA|
|Advertising Agency||INNOCEAN WORLDWIDE Seoul, SOUTH KOREA|
|Production Company||PLANIT Seoul, SOUTH KOREA|
|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|
- Let people know animals are skinned ALIVE - Let people EXPERIENCE the pain of animals - Make a print ad not passive but INTERACTIVE
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.
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.
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.