The whole point was to avoid showing gore. Because it's well known that the people who wear fur also become squeamish at the sight of blood. So we decided it might be better to lure in the blissfully ignorant with what looks like art and then let them imagine the horror of live skinning. 

2013 Campaign. Awarded in Cannes and Spikes. 

Agency: Ogilvy Beijing / CCO: Graham Fink / ECD: Juggi Ramakrishnan / Creative Directors: Wilson Chow, Xingsheng Qi / Writers: Paul Bo, Awing Chen / Art Directors: Ming Law, Peggy Wang, Ashley Chen, Hang Qi / Direction and Editing: Morris Ku / Client Service: Iris Huang, Freya Yan / PR: Olivia Fang, Wendy Fung