Sam Tinsley

Client Project

Fur for Animals D&AD New Blood Awards 2017 Brief set by: Respect for Animals Educational Trust

​

The challenge was to "create a piece of online content, at the heart of a shareable, social anti-fur campaign for the 21st century, under the heading Fur for Animals". The target audience for this piece of work is those who have bought or are considering buying garments made with real fur.

​

​

The top image shows my initial graphics for this project - my plan was to create an infographic, so I kept the vectors as simple as possible. 

​

I chose these animals as they are the most popular and well-known in general and being used in the fur industry.

​

​

As I developed the project, there were strong facts that were 'jumping out' such as how many animals it actually takes to make a fur coat. I wanted to use these facts to shock the target audience into not buying or continuing to wear fur. 

​

On the left shows one of my first developments of a poster for this campaign. With a small fact and rhetorical question to link the whole piece together.

 

I chose to develop posters with chinchillas on, as they are quite well known but their statistic was more shocking compared to some of the other number I had found (e.g. 20 foxes is not as effective)

​

​

​

​

​

​

​

​

​

​

​

I decided to develop the poster further by sketching out the animals to make them look more life-like, possibly helping those that see the poster to be more affected by it. 

​

This shows my sketches of 40+ chinchillas that I used within my final poster campaign.

​

​

​

​

​

​

​

​

​

​

​

​

​

​

This is my final poster, I changed the font  to look like more serious. I also drew the figure on top to follow the style, it is also a lot more realistic because on an actual coat you can see the separate chinchillas. I found that adding a shadow to her makes her look more dominant and threatening. 

​

Obviously the pool of 'blood' at the bottom is there to shock the audience and make them feel sorry for the pile of 'dead' chinchillas.

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

This shows what the campaign would look like if it was shared through different social media platforms - each one a different size depending on what site or device is being used. 

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

​

This shows what my designs would look like if used on bill boards or bus stops.

​

​