Fur For Animals - Outlining the brief

Going through the brief provides some context and understanding into what Fur for Animals are looking for.

David Bailey's past campaign in the 80s communicated messages of cruelty, that the act of wearing fur makes you a cruel person. The blood tells the reader of the bloodshed the buyer is causing from wearing and encouraging fur coats.

“…the fight against the fur trade is now more urgent than ever…”

This signals an area of research. To examine the current condition of the fur trade to see what actions are being taken and to see the current mentality on animal cruelty. 

“…no such thing as ethical fur…”

This is the overarching message that Fur for Animals want to try and convince people. In order to communicate this, there is needed understanding of why wearing real fur is desirable for its target audience. 

The brief's collaboration with Mobbie Nazir of We Are Social also indicates the type of work they are looking for as a winning submission. We Are Social predominantly produce online content for brands such as Youtube, HSBC and adidas. Their solutions are usually aimed at a younger audience through their frequent incorporation of social media platforms and concepts that require engagement from the user. Taking their online campaign for HSBC as an example, We Are Social created a freshers fortnight campaign through snapchat geofilters that were aimed to communicate HSBC's belief that the people you meet at uni can shape your life. The name of the We Are Social itself is a big indicator of what they believe in. Therefore the shareability of the new fur campaign is an important factor to consider in terms of its effectiveness.

Campaign requirements

Must be online content

Must be shareable on social media or shareable content they can create

Audience must have something to take away from the campaign

The campaign must be relevant to peoples day to day lives

3 second video max 5, no sound (gif)

An international campaign 

Target Audiences

Everyone, but because of the fur trade still being largely practiced in Russia and China, there is heavy emphasis to tailor the content to these two main groups.

Royalty

Younger demographic to teach them early