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Behind the leather

Award: Wood Pencil

Wood Pencil / Direct / Direct Response/Ambient / 2017

We set-up a boutique with an exquisite collection of fashion products made from exotic animal skins. The trendy, high-fashion façade attracted customers looking for high-end products. The products appeared identical to brandname items. The interior, however, was fitted with mechanics that mimic the bloody internal organs of animals. As customers explored the items hidden cameras captured their shocking reactions. PETA then revealed themselves and educated customers about the cruelty behind the trade trade. The “shock” tactic was chosen because it is unforgettable, compelling and humanizing.

  • Behind the leather
  • Behind the leather
  • Behind the leather

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