B R I E F:
Million of animals are killed for the fashion industry. An integrated campaign about anti-animal skins trading is created to reduce 30% of animal skins trading.
C R E A T I V E P R O P O S I T I O N:
They are going through hell to build your paradise.
It talks about how do the animals suffer and get killed to make the leather and fur fashion products. It also emphasizes on the fear which the animals encounter when they are confined in the cage, born and die in the fur farm and also watching their cage mates to be killed.
I N S I G H T:
Although many people are aware of many animals get killed for the fashion industry, they will still buy the products as they are prone to follow the fashion trends.
T A R G E T G R O U P:
Consumers who like to buy animal skin fashion products.
I D E A:
Made In Hell Fashion Show will gather the fashion lovers and people,
to give them the most astonishing fashion show by showing the comparison of paradise and hell.
We differentiate the paradise and hell by turning light on and off.
Made In Hell explains the fancy fashion products out there are actually made in "hell" instead of
France or Italy, because to build this human fashion paradise,
the human makes the animals go through hell and eventually takes their lives.
L O G O T Y P E:
The arrangement of "IN" in the logotype is inspired by the form of the cage.
C A M P A I G N M E D I A T O U C H P O I N T S:
1. Fashion magazine teaser
2. Projection fashion show (core idea)
3. Cage leaflet
4. Social media
2. Projection fashion show (core idea)
3. Cage leaflet
4. Social media
1. F A S H I O N M A G A Z I N E T E A S E R:
The Carrot Trick -
to lure our target audience and consumers to participate our most astonishing fashion show through
the magazine teaser by telling them to scan the QR code to see the world's latest top fashion.
Before scanning -
a normal ads to promote the fashion show.
After scanning -
when the people scan the QR code, they are able to catch a glimpse of the fashion show.
normal ads before scanning
after scanning, place your phone on top of the magazine to see the video.
teaser line: Come and see the full collection of the world's top fashion during Made In Hell Fashion Show.
2. P R O J E C T I O N F A S H I O N S H O W ( C O R E I D E A ):
We show the audience a gorgeous fashion paradise with famous models walking the runway,
then as soon as the lights are off, we expose the ugly facts behind the fashion industry
by showing 3D projections which symbolise the hell.
then as soon as the lights are off, we expose the ugly facts behind the fashion industry
by showing 3D projections which symbolise the hell.
Light On -
showing how breathtaking the fashion show is.
Light Off -
expose the ugly facts by showing 3D projections which symbolise hell such as the cage and animal spirits.
- light on -
- light off -
- light on -
- light off -
the message will only be revealed when lights are off.
3. C A G E L E A F L E T
A cage structure leaflet is distributed during the fashion show to support and
educate the people about the concept of Made In Hell Fashion Show as well as
the making of the world's top fur and leather products.
educate the people about the concept of Made In Hell Fashion Show as well as
the making of the world's top fur and leather products.
the actual outcome of the leaflet.
the leaflet is folded to only feature the paradise by showing places which are famous of animal-skins fashion
at its front panel such as 'Made In France, Made In Germany' and so on.
at its front panel such as 'Made In France, Made In Germany' and so on.
when you pull the leaflet, the message will be revealed.
the action of pulling the leaflet signifies the action of pulling the animal's skin off,
this contains 100% of pain, abuse, fear, and countless of torture.
this leaflet also brings up the idea of comparison between the paradise and hell.
the action of pulling the leaflet signifies the action of pulling the animal's skin off,
this contains 100% of pain, abuse, fear, and countless of torture.
this leaflet also brings up the idea of comparison between the paradise and hell.
4. S O C I A L M E D I A
After the fashion show, people can join us to pledge by simply clicking the link
we provided in our Facebook page or scanning the QR code in the leaflet,
to generate a 'Made In Hell' profile picture, and hashtag #MadeInHell
to raise the awareness to the public.
we provided in our Facebook page or scanning the QR code in the leaflet,
to generate a 'Made In Hell' profile picture, and hashtag #MadeInHell
to raise the awareness to the public.
Made In Hell profile picture with the frame of cage.
