Innocean Worldwide and Vegan Tiger have launched a unique new awareness campaign for the protection of animals with the “Super Animal Fur” short film. The three-minute spot stars Yves from K-pop girl group Loona YYXY taking on the role of a hunter trying to get the fur of imaginary animals. And instead of using bullets, she loads her gun with bumblebees.

The creative drive behind the campaign was to avoid taking direct aim at real animal fur companies and instead emphasize the benefits of fake fur while raising awareness of the millions of animals killed each year for clothing around the world.

Check out the spot – turn on subtitles if you don’t speak Korean

“Until now, the approach to advertising cruelty-free clothing largely relied on showing pictures of animal cruelty,” said Kim Ki-young, the head of production at Innocean Worldwide, in the Korea Times. “But for this campaign, we tried to use more fun and cheeky ideas combined with social awareness in order to create a lighter approach for millennials.”

“Vegan culture is a worldwide phenomenon and more people have a negative view of removing the fur from real animals,” added Innocean’s Kim Jong-han. “We started this campaign in order to make a product that abnegates using real animals, but with a better quality texture.”

Last year Innocean put up a pop-up store with Vegan Tiger called “Secret Fantasy Closet” at Hyundai Department store in Sinchon.