People For The Ethical Treatment Of Animals (PETA) Design & Branding WILD ANIMAL AGENT by Y&R New York


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Industry Environmental & Animal Issues
Media Design & Branding
Market United States
Agency Y&R New York
Director Clay Weiner
Creative Director Michael Schachtner, Graeme Hall
Art Director Jon Leachman
Copywriter Andrew Mcmurchie
Editor Aaron Langley, Tom Scherma @ Cosmostreet, Ken Roseberg
Released January 2012

Credits & Description

Category: Online Digital Design
Advertiser: PETA
Product/Service: ANIMAL RIGHTS
Agency: Y&R
Chief Creative Officer: Jim Elliott (Y/R New York)
Creative Director: Michael Schachtner (Y/R New York)
Creative Director: Graeme Hall (Y/R New York)
Copywriter: Andrew Mcmurchie (Y/R New York)
Art Director: Jon Leachman (Y/R New York)
Senior Content Producer: Tennille Teague (Y/R New York)
Executive Director/Content Production: Lora Schulman (Y/R New York)
Executive Director/Content Production: Nathy Aviram (Y/R New York)
Executive Music Producer: Jessica Dieraur (Y/R New York)
Production Company: (Biscuit)
Director: Clay Weiner (Biscuit)
Line Producer: Lisa Stockdale (Biscuit)
Editorial Company: (Cosmo Street)
Editor: Aaron Langley (Cosmo Street)
Editor: Ken Roseberg (Cosmo Street)
Editor: Tom Scherma (Cosmo Street)
Sound Design: (Q Department)
Audio: (Soung Lounge)
Media placement: Internet - YouTube - January 30, 2012

Describe the brief from the client
We needed Hollywood to listen to PETA. Wild animal “actors” are treated brutally off-set, and our challenge was finding an approachable, buzzworthy way to bring this reality to light.

Describe the challenges and key objectives
Nobody wants to hear about animal abuse. So PETA needed this campaign to be entertaining as well as informative. We wanted to stay away from shock tactics and make something that everybody, especially those in the entertainment industry, would pay attention to.

And we had to do it with very little budget.

Describe how you arrived at the final design
Devon Dentler is as clueless about site design as he is animal abuse in Hollywood, and we wanted the website to reflect that. It also needed to stand out amongst more polished talent agency pages. The animated GIFs, though extraordinarily tacky, served as huge traffic drivers for the campaign videos.

The posters reflect the absurdity of wild animal “actors’ in general. They look like they could be real… and that’s what’s frightening

Give some indication of how successful the outcome was in the market
Everything drove to the YouTube videos, which received thousands of hits in their first week with absolutely no PR.