Why is this work relevant for PR?

With a very simple idea and creative strategy, we've come up with a new direction for the anti-fur campaign.

Background

The messages that anti-fur campaigns have repeated over the decades – ‘Don’t wear’ Nevertheless, people still wear Fur because the substitute Fake Fur was boring. So we started a whole new way.

Describe the creative idea (20% of vote)

Instead of telling people not to wear it, we decided to make what they want to wear. We created the clothes made of imaginary animals’ fur that are more beautiful than any living animals.

Describe the PR strategy (30% of vote)

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.

Describe the PR execution (20% of vote)

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.

List the results (30% of vote)

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.