respect for animals (spec)

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?


*D&AD New Blood Graphite Pencil Winner

Art Director: Joshua Ghergel
Copywriter: Dennis Chen