- Let people know animals are skinned alive.

- Let people experience the pain of animals.

- Make a print ad not passive but interactive.

South Korea is the second largest fur consuming market in the world. Although countless animals are brutally killed, people here just think of fur, as trendy fashion. Let's help these indifferent people to feel the pain of animals getting skinned alive directly.

We carried out careful trials to create the uneasy sensation of actually skinning an animal’s fur. We searched for the exact right paper, bloody paint, and binding agent for this campaign. We targeted likely fur consumers and sent them direct mail with our message. The receiver of the mail opens the envelope as usual. That moment, they will feel how they have skinned an animal without knowing what they've just done.

Direct mailing isn't new or trendy, but this interactive ad delivers an experience where people can touch, hear, and feel real analogue sensations. Readers naturally became direct perpetrators through our mails. We believe this traditional ad can touch and move people more powerfully than any online media.