People For The Ethical Treatment Of Animals (PETA) Design & Branding Behind the leather [image] 7 by Ogilvy & Mather Bangkok

Behind the leather [image] 7

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Industry Environmental & Animal Issues
Media Design & Branding
Market Thailand
Agency Ogilvy & Mather Bangkok
Art Director Wisit Lumsiricharoenchoke, Nopadol Srikieatikajohn, Puripong Limwanatipong, Nattakong Jaengsem
Copywriter Yutachai Thumsuwan, Kris Garford Spindler
Production Meour
Director Teewin Varapaskul
Released October 2016


D&AD 2017
Media Use of Retail Graphite Pencil
Creativity for Good Design/Not for Profit Wood Pencil

Credits & Description

Agency: Ogilvy Group Thailand
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
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.