PROJECT NAME

FUR IS HURTS

PROJECT CATEGORIES

Integrated campaign 

PROJECT DESCRIPTION

Driven by profits, many people started to hunt and kill animals such as fox and rabbit to make money by selling the furs. I was once shocked and furious after watched a video showing such brutal business. Inspired by that, I created this work. The main idea is to demonstrate the unbearable pains those animals suffer when they were slaughtered in order to arouse people’s attention. A needle symbolizes a piece of fur hair. There are totally 50 million needles used for 9 animal models that were displayed in the shopping mall lobby. The campaign has successfully drawn the media attention as well as made a loud voice in society.

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