|Title||SUPER ANIMAL FUR|
|Product / Service||PRODUCT|
|Category||A03. Durable Consumer Goods including Automotive|
|Entrant||INNOCEAN WORLDWIDE Seoul, SOUTH KOREA|
|Idea Creation||INNOCEAN WORLDWIDE Seoul, SOUTH KOREA|
|Idea Creation 2||VEGAN TIGER Seoul, SOUTH KOREA|
|PR||INNOCEAN WORLDWIDE Seoul, SOUTH KOREA|
|PR 2||VEGAN TIGER Seoul, SOUTH KOREA|
|Production||INNOCEAN WORLDWIDE Seoul, SOUTH KOREA|
|Kiyoung Kim||INNOCEAN Worldwide||Executive Creative Director|
|Hyelee Kim||INNOCEAN Worldwide||Art Director|
|Jisoo (A) Kim||INNOCEAN Worldwide||Art Director|
|Jisoo (B) Kim||INNOCEAN Worldwide||Art Director|
|Hyokyoung Park||INNOCEAN Worldwide||Art Director|
|Daeyoung Eum||INNOCEAN Worldwide||Creative Director|
It is a campaign to change people's perception of vegan fashion, represented by fake fur, by using various storytelling in digital or experiential events.
Our client is representing the most popular vegan fashion brand but considered a minor brand compared to a whole fashion market. We suggested an idea that could make people, who don't agree with the vegan spirit love its clothes.
The idea is it could be the fur made out of any kind of imaginable animal since fake fur doesn't come from the real animal. We created our imaginary Super Animal and launched its fur collection.
We planned our campaign to target not only vegan fashion supporters, but also people who love fashion in general and let them experience Super Animal's stories and concepts either in digital or offline events.
Fashion films, cartoons, and offline promotions based on the fantasy story of getting animal fur without harming animals led people to indulge in Super Animal Fur's imaginary concept during the campaign.
Our campaign got the most 'likes' among all fashion campaigns presented in the same season through differentiated stories and experimental content. The name of the brand searches has increased nearly five times, and products have quickly sold out.