International Anti-Fur Coalition & Fur Free: Handbag
If only everyone could see the real cost of fur.
The idea is to give the viewer a reality check by showing that this glamorous fur handbag was once an animal. We convey this message by giving the bag real intestines as if it were a live animal being ripped open. The fact that the woman is completely nonchalant about the animal innards is a device to show that people don't see the torture committed by the fur trade when purchasing fur.
Advertising Agency: Lowe Bull, Cape Town, South Africa
Creative Director: Kirk Gainsford
Art Directors: Romano Cardinal, Cameron Watson
Copywriters: Simon Lotze, Caitlin Cloete
Director: Anna Lize Mostert
Production Company: 7 Films
Published: December 2009