‘The Sly Ones’ is aimed at highlighting a decade of illegal hunting since the ban, with the IFAW calling for the "ineffective" Hunting Act to be strengthened .
The IFAW notes that while 80% of the public support the ban on fox hunting, many are unaware that "the ban is ineffective in its current form and that illegal fox hunting with dogs continues due to the money and power of those who hunt".
The press campaign, which depicts fox-like hunters as the ‘sly ones’, inverting the idea of foxes as sly, has been deliberately timed to coincide with this week’s general election.
Philip Mansbridge, IFAW’s UK director, said: "As we campaign for a strengthening of the Hunting Act, we wanted an impactful advert to highlight the fact that many hunts continue to flout the law and are slyly getting away with it.
Client: Philip Mansbridge, UK director, IFAW
Agency: J Walter Thompson London
Creatives: Claudia Southgate, Miles Bingham