VGT (an association combating animal factories) in collaboration with Austrian ad agency Demner Merlicek & Bergmann, created an iAd for the iPad version of DATUM magazine.
In the iAd you could see a young lady wearing a fur coat. When the iPad user would want to continue browsing by making the finger-wipe movement he would find that every finger-wipe would leave behind blood stains on the fur. The more he tried, the more blood would appear.