Task : In 2018, fur is still a thing. And since it has a revival on the runway, the fight against the cruel fur trade is more urgent than ever. How can we finally kill supply and demand?

Insight : GIFs and the demand for fur are at an all time high since the nineties. And the cycle does not seem to stop.

Idea : An endless GIF shows in an never-ending loop that killing animals for fur is wrong. It fits perfectly to all social media and boils our message down to the core: no sound, no stop. And with just a simple tap, users share the post and play the looped GIF in reverse, breaking the negative cycle.