This project was given an Honourable Mention in the Adobe Design Achievement Awards 2017.
The main reason people still wear fur is due to its luxurious nature and the fact it is frequently seen on catwalks and celebrities, which means it appears in magazines and is then copied in high street fashion. I created a campaign with a twist, where a high-end fashion designer leads a fur workshop for design students. Targeting fashion students aims to prevent them from using fur in future designs and having the workshop streamed live allows the campaign to reach a wider audience. Tying the event to New York Fashion Week also targets celebs, influencers and others in that sphere, as the aim is to have public momentum behind the workshop and then reveal the campaign.