Cannes Lions

FURFREE PARADE

GRIMM GALLUN HOLTAPPELS, Hamburg / FOUR PAWS / 2013

Case Film
Case Film

Overview

Entries

Credits

Overview

Description

Every year, more than 100m animals die for the fur industry. A fact which seems to have been forgotten, especially by young people. FOUR PAWS wants to change this. In the form of a campaign which transforms clueless consumers into active animal-rights activists.

Many stars have already taken their clothes off for anti-fur campaigns. But stars aren't enough. That's why we're asking everyone to protest against fur. Naked and online.

The heartpiece of the campaign is a Web site on which anyone can transform themselves into a naked Avatar – or Naketar – and become part of the campaign.

Execution

Each participant receives his or her own campaign page for extending personal invitations to friends via Facebook, Twitter and co. In return, you can earn points for activating additional extra features for your personal Naketar.

Apart from distribution by users, we also activate people via print ads, poster ads, radio spots, interactive online banners, a newsletter, a blog, Twitter, Facebook and of course via real protest campaigns outside selected companies in 6 European cities.

Outcome

After just two months, more than 100,000 people from 130 countries have visited the Web site, and stayed for an average time of 4' and 47".

They've configured more than 11,000 Naketars, sent over 30,000 protest e-mails to the targeted companies and shared our campaign idea online countless times. But what’s best is that FOUR PAWS has already struck up conversations with the first companies. So, when are you going to join the protest?

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