Saint and Hay, who both completed their studies at Vega (an educational brand of The Independent Institute of Education – The IIE), submitted their campaign, 'Who Wore it Best?' to the awards, which also earned them a D&AD Pencil Award in the New Blood category in 2017.

"After conducting a great deal of research into anti-fur campaigns of the past, we found that the ‘blood and gore’ approach proved ineffective when it came to getting people to appreciate the message behind the campaign and take it seriously," says Saint.

"We engaged with our navigators, who guided us through the technical process of executing the project and bringing our ideas to life," adds Hay.

Saint and Hay’s campaign aimed to focus on the role that celebrities play in the fashion world by endorsing fur and encouraging its desirability as a high-end fashion item.

A feature of the campaign is how Saint and Hay aimed to showcase the contrast between animals and humans and also how they aimed to illustrate this by using the animals to take over the fashion industry as the ones who actually wear fur the best.

The campaign included a series of magazine covers and print ads featuring side-by-side images of celebrities dressed in fur and an animal that the fur the garment was made from, with the heading, 'B*** Stole My Look!'.

The team also created a Facebook voting poll for social media users to vote to decide who wears fur better – celebrities or animals – along with an online anti-fur pledge form for people to sign. Included in the social media visual content was a series of Flash Fur fashion show posters.

"The Bookmark Awards is such a prestigious platform in South Africa, and around the world, and to be recognised for our work – for the second year in a row – is an amazing and truly rewarding feeling," says the duo. "Once again, we have to give a great big thank you to our wonderful and committed navigators for all their guidance and support, as well as Vega for creating an environment that allows us to flourish and express ourselves every day."

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