Furious Fur
Wild Savings Event

On the heels of Black Friday, it’s no surprise to see a blowout savings event pop up on Toronto’s fashionable Queen Street West. The surprise however comes upon closer inspection. Furious Fur’s ‘Wild Savings Event’ drew shoppers to the store where they discovered clever twists on familiar discount slogans, revealing that this sales event wasn’t about saving money, but rather, the millions of animals killed every year in the fur trade.

The campaign took a playful approach to disarm shoppers and help the message breakthrough. The familiar ‘Save up to 80%’ became ‘Save up to 80 lives’ and ‘Save up to 25%’ became ‘Save up to 25 species’. The numbers used in the slogans weren’t random, but rather, real statistics highlighting the harm the fur trade perpetrates on animals.

Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
ACD/Art Director: Jacob Gawrysiak
ACD/Writer: George Ault
Art Director: Dilini Nirasha
Writer: Ian Dunlop
Design Director: Ryan Booth
Designer: Gala Tanaskovic
Account Team: Violet Karbalaei
Producer: Houng Ngui, Laura Dubcovsky
Production Artist: Brandon Dyson, Ashleigh O'Brien, Greg Heptinstall
Photographer: Shereen Mroueh

© Gala Tanaskovic 2020