People For The Ethical Treatment Of Animals (PETA) Design & Branding WHIPPED by Y&R Beijing


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Industry Environmental & Animal Issues
Media Design & Branding
Market China
Agency Y&R Beijing
Art Director Ronnie Wu, Chen Mo, Shi Jian
Copywriter Kweichee Lam, Nils Andersson, Donghai Liu, Gao Han
Illustrator Chen Mo, Wang Shuhan
Released April 2012

Credits & Description

Category: Promotional Item Design
Advertiser: PETA
Product/Service: ANIMAL RIGHTS
Executive Creative Director: Nils Andersson (Y&R China)
Creative Director: Ronnie Wu (Y&R Beijing)
Creative Director: Donghai Liu (Y&R Beijing)
Art Director: Shi Jian (Y&R Beijing)
Art Director: Chen Mo (Y&R Beijing)
Art Director: Donghai Liu (Y&R Beijing)
Art Director: Ronnie Wu (Y&R Beijing)
Copywriter: Donghai Liu (Y&R Beijing)
Copywriter: Nils Andersson (Y&R Beijing)
Copywriter: Gao Han (Y&R Beijing)
Illustrator: Wang Shuhan (Y&R Beijing)
Illustrator: Chen Mo (Y&R Beijing)
Media placement: Outdoor - Fang Cao Di International School, Beijing - 10 April 2012

Describe the brief from the client
To inform people who are unaware of the maltreatments and abuse of circus animals, and persuade people not to visit circuses with animal performances.

Describe the challenges and key objectives
Most Chinese people are not aware that circus animals are being abused back stage of the circus

Describe how you arrived at the final design
Inspired by the traditional Chinese toy.

Give some indication of how successful the outcome was in the market
Target audience was persuaded at an interactive event, and message was well received.