Oh great... another social good campaign for animal rights.
Time to see some sad animals and feel super guilty, am I right?
This is the problem with most cause-related campaigns, especially ones about fur.
People have grown numb to the "shock and awe" tactics typically deployed in this category.
Because of this, fur and animal rights are no longer "hot topics" that people want to talk about.
Meanwhile, the unethical fur trade is still thriving.
What if there was a new way to get people talking again?
And what if this new way worked by leveraging something people do care passionately about?
People care passionately about sports.
And nothing epitomizes sports better than their mascots. Fans rally hard behind them.
Of all the mascots, the most beloved and iconic by far is Phillie Phanatic of the Philadelphia Phillies.
Posters for a Phillie Phanatic movie begin to spring up.
To build up excitement for the film, the Phanatic hosts a Facebook Live video stream
to interact with fans.
During the stream, the Phanatic is brutally kidnapped- ending the stream and leaving fans confused.
As word spreads, no explanation is given.
The old Phanatic movie posters are replaced with new horror movie posters featuring a scared and partially shaven Phanatic. Fans begin to suspect that something devious has taken place.
The horror movie posters are replaced with fashion ads featuring models dawned in a familiar green fur. The only clue as to what happened is a website URL.
Curious fans who do a little digging online figure out the twist.
The website that fans discover appears to be a high fashion designer label that is selling clothing made out of the Phanatic's green fur.
However, fans soon realize that the Phanatic was in on it the whole time, and that the entire experience is part of an anti-fur campaign.
Because there are sports mascots all around the world, this idea could easily translate to countries like China or Russia, where the fur trade is especially prominent.
In the end, Respect for Animals creates awareness and activates the disapproval of a wider audience in a fun, not gruesome way.
Art Director: Joshua Ghergel
Copywriter: Dennis Chen
D&AD New Blood Pencil