WWF. Wonder World Fur.
“WWF sells animal fur to make profits.” To reinvent fundraising, WWF creates Wonder World Fur. A collection of fur clothes and accessories made from (imaginary) animals.
Benefits are entirely donated to the WWF for the protection of endangered species.
The first collection was designed by Boudicca Couture, and sold out. Raising $500k in 1 week.
The technology uses mohair hair to create premium faux fur. It is patented by the WWF, and has since been used by luxury brands such as Jean-Paul Gautier and Marc Jacobs.
Credits
Agency: Marcel / Publicis Argentina
CCO: Erik Vervroegen
CD: Véronique Sels
Creatives: Bastien Grisolet, Laura Visco, Marjorie Vardo
Prod: Pierre Marcus, Timothé Rosenberg
Director: Brent Harris
Prod: Stink Paris
Post: Mikros Images
Photo: Mark Seliger
Post: Asile Paris