Title | SKINNED ALIVE |
Brand | WILDLIFE MANAGEMENT ASSOCIATION |
Product / Service | ANIMAL RIGHTS APPEAL |
Category | B03. User Experience |
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 |
Name | Company | Position |
---|---|---|
Jeong Seok Han | 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 |
Hyun Jung Baek | INNOCEAN Worldwide | Digital Creative |
Sung Jin Choi | INNOCEAN Worldwide | Digital Creative |
Jae Hun Lee | INNOCEAN Worldwide | Digital Creative |
To target fur consumers, “InStyle”, a fashion magazine application was utilized. The user swipes to turn the page and animation showing the goose’s fur being plucked is shown. The page has to be swiped a total of 4 times and the following message appears: “ A live goose’s feathers are painfully plucked 4 times a year, just for one Parka.” The page refreshes right after and stories of other animals cruelty related to live fur plucking are exposed to the user. Pressing the Facebook button publishes a thank you note from goose on the user’s Facebook wall.
The Ad Page increased 250% in traffic during it’s first week. People shared the story on his/her own Facebook, and spoke up for the voiceless animals. Some people expressed that fashion without fur, is more stylish. This in turn automatically involves the user in the fight against animal cruelty. Our campaign to stop the pain of animals continues even now.
South Korea is the 2nd largest fur consuming market in the world. Especially a live goose’s feathers are painfully plucked 4 times a year, just for one Parka. To create an in-application ad for a fashion magazine that creates an uneasy user experience imitating animal skinning. Mission is to raise awareness: - That animals are skinned ALIVE - By allowing people to SYMPATHIZE with the animals - By Using EASILY ACCESSIBLE smart devices(UI)
Mobile URL | Additional URL 1 | Additional URL 2