People For The Ethical Treatment Of Animals (PETA) Design & Branding Behind the leather [image] 3 by Ogilvy & Mather Bangkok
![Behind the leather [image] 3](https://fcdn.me/f63/b77/people-for-the-ethical-treatment-of-animals-peta-behind-the-leather-image-3-7a21f85b14808b4a3df9563be9.jpg "Behind the leather [image] 3")
People For The Ethical Treatment Of Animals (PETA): Behind the leather [image] 3
Awards:
| One Show 2017 | ||
|---|---|---|
| Direct Marketing | Craft: Art Direction - Single Or Campaign | Bronze |
| Print & Outdoor | Ambient Media (indoor & Outdoor): P.o.p. & In-store - Single | Silver |
| D&AD 2017 | ||
| Creativity for Good | Design/Not for Profit | Wood Pencil |
| Direct | Direct Response/Ambient | Wood Pencil |
| Media | Use of Retail | Graphite Pencil |
| Spatial & Experiential Design | Experiential Design | Graphite Pencil |
Credits & Description:
Agency: Ogilvy & Mather Bangkok
Client: People for the Ethical Treatment of Animals
Art Director: Nopadol Srikieatikajohn
Art Director: Wisit Lumsiricharoenchoke
Art Director: Puripong Limwanatipong
Art Director: Nattakong Jaengsem
Copywriter: Yutachai Thumsuwan
Copywriter: Kris Garford Spindler
Designer: Nutt Jeerawattanarak
Photographer: Bob Eye View Studio
Producer: Thanaphorn Phiansomphol
Project Manager: Parisoot Naraiprasit
Mechanic Engineer: Arnas Jarakorn
Strategist: Bonita Pui Yang Wu
Strategist: Gunpong Panthongprasert
Strategist: Jirayuth Niyommalai
Editor: Ittiwat Poobandit
Director of Photography: Kittipat Tachatararak
Director of Photography: Navaratana Donkort
Senior Project Manager: Napas Warasestasak
Assistant Director: Peerapat Kumsarirak
Director: Teewin Varapaskul
Sculpture Artist: Vasin Krasaekul
Production House: Meour Production
Description:
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.