While PETA focuses on shocking images of nude celebrities, the Rexiine House campaign takes a completely different approach to the fight against fur. These print ads are centered around photos of origami animals. Cute and strangely cuddly, the campaign urges people to "sport artificial fur to stop animal slaughter."
The Rexiine House campaign was conceived and executed by JWT, an ad agency based in Chennai, India. Art directed by Sreekumar Lakshman with creative direction by Senthil Kumar and Priya S, the ad campaign features minimalist imagery, which was shot by photographer Alekh Ajayaghosh. This simplicity allows people to concentrate on the materials used to craft each origami figure. For the fox, fox fur is used while cow hide is folded for the cow.