December 2010

Print advertisment created by Demner Merlicek & Bergmann, Austria for VGT, within the category: Public Interest, NGO.

Only animals look absolutely gorgeous with fur. Association against fur farming.

Advertising Agency: Demner, Merlicek & Bergmann, Vienna, Austria
Creative Director: Franz Merlicek
Art Director: Roman Steiner
Copywriter: Arno Reisenbüchler
Illustrator: Roman Steiner
Additional credits: Stefan Öhner

Comments (11)

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Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

Why show fur clothing then and say it's pretty? And why a painting? It becomes a bit vague. I think it's a great idea. ONLY animals look great with fur on but I wouldn't show it this way.

brookjohnston's picture
Activity Score 296

I agree. Promoting the "prettiness" of fur (even in this context) doesn't seem like the best direction to take.

Tspot's picture
Activity Score 241

Yeah there's opportunity here for something that actually makes you feel something.

HappyHour's picture
Activity Score 2381

Also would help to run spell check.

CommandZ's picture
Activity Score 2498


luispiter's picture
Activity Score 2756

i dont understand

Sdb's picture
Activity Score 1362

Dont like the art direction

CuriousPencil's picture
Activity Score 4225

Anthropomorphism does NOT work in this context. If anyone from the agency is reading, please follow this logic:

1) People dress in animal clothes / fur and you want to discourage this
2) Dressing animals in people's clothes does not stop people wanting to dress in animal clothes.
3) It makes the people who made the ad look stupid.
4) Not the people who wear fur.

If you're trying to discourage the practice of fur farming, yes you go to the demand, you hit the audience right in the guilt glands. This absolut[e]ly will not work if you remove those animals from their natural context, as you have here. It makes it 100% easy to dismiss this advert. It doesn't depict an animal, it depicts a character from a child's book. There's no threat, no negative here. The ad fails, utterly abjectly fails, and so has your attempt to elicit emotion from your audience.

jackblack's picture
Activity Score 2357

Not working for me.

H.Works's picture
Activity Score 100

I would've preferred to see some old nan wearing a beautiful fur. Would have made the concept much stronger, with the same headline.
Anyway I don't find it that bad.

Jonattan's picture
Activity Score 70

nice painting

Just do it