If only everyone could see the real cost of fur. The idea is to give the viewer a reality check by showing that this glamorous fur handbag was once an animal. We convey this message by giving the bag real intestines as if it were a live animal being ripped open. The fact that the woman is completely nonchalant about the animal innards is a device to show that people don't see the torture committed by the fur trade when purchasing fur.
Advertising Agency: Lowe Bull, Cape Town, South Africa Creative Director: Kirk Gainsford Art Directors: Romano Cardinal, Cameron Watson Copywriters: Simon Lotze, Caitlin Cloete Director: Anna Lize Mostert Production Company: 7 Films Published: December 2009via adsoftheworld.com