Fur that’s not what it seems

Lush partners with anti-fur orgs to trap shoppers.

#makefurhistory 1

Many people can’t stomach the idea of wearing fur just for style’s sake, but younger, fashion-forward minds are still placing more stock in getting the hottest winter looks. To combat this, Fur-Bearer Defenders of Canada and the Montreal SPCA teamed up to created a website, Furdiscounts.com, which had a full campaign (created by Republik) behind it online, out-of-home and in Lush Cosmetics locations across Canada and the U.S. As thrifty fur enthusiasts browse the site looking for a deal, it automatically redirects to MakeFurHistory.com, where they’re confronted with images of animals used in fashion and statistics about their mistreatment. Check out the video below for a full look at how the trap was sprung.

concordia downtown.spcalive


Brands: Fur-Bearer Defenders of Canada, Montreal SPCA, Lush Cosmetics
Agency: Republik
Creative Director/Consultant: Jeff Lee
Website: DeuxHuitHuit
Photography: Shoot Studio
Production: ABCDF
Art Director: Joseph Gagne
Director of Photography: Christian Mouzard
Wardrobe: Very Much
Stylist: Catherine Lemay
Post-production: 1One
Digital Media Agency: OBOX Media
Media Agency: Rouge Media
OOH Supplier: Newad