SKINNED ALIVE

TitleSKINNED ALIVE
BrandWILDLIFE MANAGEMENT ASSOCIATION
Product / ServiceANIMAL RIGHTS APPEAL
CategoryB03. User Experience
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
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

Creative Execution

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)

Links

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