Have you ever watched an undercover video taken on a fur farm and thought, “If everyone could see this, no one would ever wear fur again”? Top advertising agency Ogilvy & Mather thought the same thing. But getting people to sit and watch footage of animals who were electrocuted, bludgeoned, and skinned alive is no easy task. So the agency designed a creative traveling art installation that drew viewers in—then stunned them as they realized what they were actually looking at.

So far, 352,441 people have signed PETA Asia’s fur-free pledge and removed pins of pain from the animals’ bodies. Not only is this installation changing hearts, it’s also winning awards. At this year’s prestigious London International Awards, Ogilvy & Mather took home both a gold statue and a silver statue for its work with PETA Asia on “Fur Hurts.” And in other news, for the awesome video “Runway Reversal,” PETA Asia and Ogilvy & Mather received the Audience’s Favorite Award in the Best Cartoon category at the China International Animal and Nature Film Festival. Please share these videos and help relegate fur to the history books.

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