Bont voor Dieren: Furmist
Social Campaign
To raise awareness about the fur industry, Furmist turns a familiar sight into a confronting truth. What looks like a missing animal poster invites people to scan a QR code. But instead of finding a lost pet, they discover what really happened. The animal didn’t go missing, it ended up in the fur industry. A moment of hope quickly shifts into awareness.
Client
Bont voor Dieren
Agency
Freelance
Scaling a formatacross markets.
The Furmist posters were spread across the Netherlands, both online and offline. From social content to 3,500 outdoor placements and 78 high schools. The posters appeared in places where people are used to seeing real missing pet notices, making them feel immediate and believable.
Scan the QR code to reveal the truth.
Each poster featured a QR code that uncovered the animal’s story. What started as a search turned into a confrontation, revealing how animals like Bella the fox became fur products. A simple scan made the hidden reality of the industry impossible to ignore.
From awarenessto action.
Together with activist creators, we asked people to help “find” the animals. This call to action spread quickly, with people ordering posters and displaying them in their own windows, turning awareness into visible support.
What was missing became visible.
110K
Total reach.
The campaign reached over 110,000 people on social media.
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