Campaign: Fur Hurts
WPP company: Ogilvy & Mather Beijing
Client: PETA Asia

In Chinese fur farms, animals are often skinned alive and left to die in excruciating pain. The Chinese describe terrible suffering as ‘the pain of a thousand needles’. This installation project used over 500,000 needles to highlight the suffering of animals and show that fur is only beautiful until you look closer.


350,000 people pledged to give up fur.

Awards included:

  • Cannes Lions 2013 – Two Design Lions, one Silver and one Bronze.
  • LIA 2013 – Gold and silver award.
  • D&AD 2014 – In Book award.
  • AD Fest 2014 – Design Lotus, Integrated Lotus and two Gold awards.
Fur Hurts Fur Hurts

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