DMB&B is launching a fresh attack on the use of fur in fashion this
week with a poster campaign for the animal rights group, Respect for
The poster shows a fur coat with the headline: ’For sale. Fur coat. 20
previous owners.’ Close up, it becomes clear that the garment is made up
of 20 live foxes, arranged in the shape of a coat.
A direct response telephone number is included on the poster with the
warning: ’Keep fur out of fashion.’
The ad follows the famous ’dumb animals’ film created by Jeremy
Pemberton, the creative director of DMB&B, when he was at Yellowhammer.
The fashion photographer, David Bailey, directed the spot, which shows a
catwalk streaked with blood after models have draped fur coats along
’Dumb animals’, released in the mid-80s, was made for the same client,
Mark Glover, who founded Respect for Animals in January 1993 after his
previous animal rights group, Lynx, went bankrupt in December 1992.
Respect for Animals courts publicity each winter, but has not created a
national poster campaign for many years. A spokesperson said: ’Fashion
designers have been using more fur on the catwalks this year. It does
not necessarily translate into what people are buying, but whenever a
positive message goes out about fur, we need to counter it.’
Fabienne Pradelle, the account manager on the business at DMB&B, said:
’The poster aims to make people think rather than shock. It is also
designed to confront the fashion industry.’
The ad was written and art directed by Steve Meredith and Ray Brennan,
with photography by Paul Rees. Free media space was negotiated with
Mills & Allen by MediaVest.