Cruella Deville for Fur for Animals

For a live university project which is  still on going, I am currently creating possible Fur for Animals campaigns to persuade fur  wearers in Russia and China not to preaches fur anymore.
Here are some mock up advertising campaigns channeling the Disney theme for Fur for Animals. After researching animals rights campaigns and promotional techniques, companies have seem to have either gone down the emotional route or used the ‘shock’ factor technique.

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To create a campaign which is not only original but also memorable and shareable to a global audience I needed to base the theme around something which would be recognized on a global level. To target and appeal to everyone, I needed to create a campaign which will communicate easily with people, something which will be talked about in conversation, online and throughout social media.

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This is why I wanted to use something which isn’t usually associated with an animal rights charity. Disney incorporates real life issues and negative stories within their narrative but in a casual, subtle way. Cruella Deville is hated for wearing fur and for wanting a palmation puppy fur coat. I wanted to make a global audience think what the difference between rabbit, fox or coyote fur is with puppy, dog or cat fur? Cruella is considered as a villain for wearing fur but why aren’t people who wear real fur are?




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