PETA should be proud of IndyAct (The League of Independent Activists), who has collaborated with DDB United Arab Emirates on this visually compelling ad campaign to raise awareness of the brutality of the fur business.
The shocking campaign targets consumers in the Gulf and Middle East and aims to grab their attention by featuring beautiful models in luxurious fur. The twist here is that the models are photographed playing with a large knife with blood all over them.
The message is quite clear: If you buy fur, you will have the blood of these animals on your hands as well. Even though the actual murder is performed by the fur-farms and suppliers, you are just as guilty by helping them stay in business.
The campaign was created by Idris Lien, Adham Obeid, Issam Albouni, and Bashar Aboul Hosn. It was photographed by Tejal Patni.
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