We will share a Missing Person's style milk carton on social media. The social media posts encourage those against the fur trade to gather in Piccadilly Circus for a search party.
The Piccadilly Circus search party will then trigger two out of home activations in strategic locations. The first will be a stand that gives away almond milk cartons with the picture of the missing animal on it.
The second will be a pop up shop located less than a block away from the first activation. The pop up shop will appear to be a high fashion boutique that sells fur. In reality it will be a crime scene, the crime scene of a slaughtered animal
ACTIVATION + SOCIAL
Those who step into the activation will be encouraged to become part of “The Fuzz”, a group of people who are willing to stand against the fur trade. They will then have their picture taken posing in the crime scene, which will be shared on social media.