J. Walter Thompson London

International Fund for Animal Welfare


The Sly Ones

Using portraits of fox-like hunters, the ads reveal that the sly ones aren’t foxes, but the hunters who are responsible for illegal animal cruelty.

80% of the public supports the ban on fox hunting, but many are unaware that the ban is ineffective in its current form and that illegal fox hunting with dogs continues due to the money and power of those who hunt.

In the context of the 2015 general election, the campaign was designed to put pressure on the next Government to strengthen the Hunting Act and increase general awareness of the ineffectiveness of the Hunting Act.

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