Fur For Animals needed a campaign that will follow dumb animals: A D&AD Black Pencil winner from David Bailey in 1986. However the message needs to be adapted for a newer fur buying generation. Fur For Animals will create La Vie. A trojan horse brand designed to first gain th trust of the target market in order to deploy a message. La Vie will be a fur company that will not cover up the cruelty of fur.
The campaign will draw inspiration from Česky Sen. A Czech documentary about 2 film students that fool everyone into thinking a new hypermarket is launching. Likewise we will release a 90 minute documentary showing the process of 'chemical free' fur