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Top 6: December 18th 2019
Outdoor
Furious Fur: Faux SaleTop 6: December 18th 2019
On the heels of Black Friday, it's no surprise to see a blowout savings event for a faux fur company pop up on Toronto's fashionable Queen Street West. The surprise however comes upon closer inspection. Furious Fur's 'Wild Savings Event' drew shoppers to the store where they discovered clever twists on familiar discount slogans, revealing that this sales event wasn't about saving money, but rather, the millions of animals killed every year in the fur trade. The campaign, created by Zulu Alpha Kilo, took a playful approach to disarm shoppers and help the message break through. The familiar ‘Save up to 80%’ became ‘Save up to 80 lives’ and ‘Save up to 25%’ became ‘Save up to 25 species’. The numbers used in the slogans weren’t random, but rather, real statistics highlighting the harm the fur trade perpetrates on animals. This is the first dedicated retail space for the company, which sells the majority of its furs through the Hudson’s Bay Company in Canada and other retail partners around the globe.
Design Director: Ryan Booth Related
Furious Fur: Faux Sale
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