Developed by Draftfcb Shimoni Finkelstein Barki, Tel Aviv, to be used by the International Anti Fur Coalition, an organization with over 50 branches in European countries, the idea behind the “There’s No Beauty in Cruelty” campaign was to remind people of the gruesome realities of the fur industry. The agency didn’t fall into the cliché of using blood and guts and shocking people into listening. Instead, the creative team went with something more subtle, that makes the message delivery and assimilation easier on people—a make-believe world and stuffed animals. The message however leaves no doubt about their point of view: Killing animals for their fur isn’t pretty. Not in a make believe world. And not in the real world.
// From our friends at Communication Arts