Vegan Fashion X Bold Imagination... 'Super Animal Fur' Ad Video Gains Attention

[Asia Economy Reporter Cha Min-young] An unusual animal protection campaign that develops storytelling under the concept of ‘mysterious and charming imaginary animals’ is gaining attention.

Innocean Worldwide released the ‘Super Animal Fur’ advertisement video on the 7th to raise awareness about faux fur products.

The Super Animal Fur campaign was planned with the intention of changing consumer perceptions by giving new appeal to faux fur products rather than directly criticizing the use of real fur. Collaborating with creators from various fields, they created imaginary super animals from which fur can be obtained without cruel hunting methods.

For example, the ‘Cheonma flying in the sky’ in the video is a dragon that lives with sea-colored fur inside its belly, and fur blown out by its dragon breath can be collected to make clothes. Innocean created three super animals including Cheonma, the ‘Saekmyorim cat resembling clouds,’ and ‘Hwaha, a hybrid of flowers and birds,’ together with famous illustrator Jang Kkwal.

Innocean is conducting the campaign in collaboration with vegan fashion brand Vegan Tiger. Vegan Tiger, Korea’s first vegan fashion brand loved by domestic and international consumers and celebrities, produces and sells clothing inspired by the Super Animal Fur characters.

The recently released 3-minute 23-second campaign video on YouTube depicts a Super Animal hunter obtaining fur from Saekmyorim. It features the use of a ‘Bee-Gun’ that shoots bees instead of bullets to turn Saekmyorim into a cloud garment. Art studio Digipedi participated in the video production.

The campaign is especially receiving enthusiastic responses from overseas users. Comments such as “This is THE look of the century” and “LOVE the fashion & the fact that it’s cruelty-free” continue to appear.

Kim Ki-young, head of Innocean Production Center 2, said, “Until now, approaches to ethical consumption and eco fur have taken a one-dimensional approach focusing on damage to real animals, but this Super Animal Fur campaign aimed to approach millennials in a more cheerful and bold way by utilizing the imagination of advertisers.”

This content was produced with the assistance of AI translation services.