Every year, more than 100,000,000 animals lose their lives for the fur industry. But this fact is often forgotten, especially among young people. FOUR PAWS wants to change this and transform clueless consumers back into active animal-rights activists. On furfree-parade.org, anyone can create their own naked avatar – or Naketar – and become part of the campaign. Each participant receives his/her own campaign site – with an individual URL – via which he/she can invite friends to the protest march directly through Facebook, Twitter and Co. In return, users can collect points for activating ad.
The Building Blocks
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SocialFacebook
Twitter
The Votes
The Details
- Agency
- Brand
- FOUR PAWS
- Targeted Regions
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- Global
- Marketing Objective
- Launch Date
- Nov. 6, 2012
The Team
- Grimm Gallun Holtappels www.2gh.de/
- Florian Grimm, Chief Creative Officer
- Nils Gallun, Chief Creative Officer
- Matthias Mueller, Creative Director
- Boris Grunwald, Art Director
- Jan Wiendieck, Copywriter
- Stella Schmidt, Graphic Design
- Robert Stoof, Graphic Design
- Dennis Boysen, Programmer
- Michael Sturm, Programmer
- Stefanie Bahde, Project Manager
- Patrick They www.patrickthey.com/
- Patrick They, Illustrator
- Christian Seifert www.2gh.de/
- Christian Seifert, Sound Design
- FOUR PAWS
The Stats
- 100K visits
- 130 countries
- 155 total hours of missed sleep
The Results
After only 2 months, 100,000 people from 130 countries have visited the Web site. They have configured more than 11,000 Naketars, writing more than 30,000 protest mails to the respective companies and posting numerous items on the Internet. And best of all: initial discussions between these companies and FOUR PAWS are already underway.
