Shoe Bazar Design & Branding PETA ANTI-LEATHER POSTER CAMPAIGN by Joshbro Communications

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PETA ANTI-LEATHER POSTER CAMPAIGN

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Industry Shoes
Media Design & Branding
Market India
Agency Joshbro Communications
Producer Ravindra Joshi
Typographer Vijayan Acharya
Released August 2010

Credits & Description

Category: Illustration
Advertiser: SHOE BAZAR
Product/Service: PETA ANTI-LEATHER FOOTWEAR
Agency: JOSHBRO COMMUNICATIONS
Date of First Appearance: Aug 1 2010
Entrant Company: JOSHBRO COMMUNICATIONS, Mumbai, INDIA
Chief Creative Officer/Art Director/Illustrator: Uday Parkar (Joshbro Communications)
Typographer: Vijayan Acharya (Joshbro Communications)
Producer: Ravindra Joshi (Joshbro Communications)
Account Director: Dinesh Joshi (Joshbro Communications)
Advertiser's Supervisor: Amin Merchant (Shoe Bazar)
Media placement: Posters - Insote - 1st August 2011

Describe the brief from the client
The brief was to create a creative campaign for Anti-Leather footwear, inspired by the work of animal rights organizations such as PETA. The aim was to convince people to stop using leather products and consider using PETA Anti-Leather footwear from Shoe Bazar. The target audience is everybody who walks into the store.

Describe the challenges and key objectives
The challenge was to make the target audience aware of how leather is extracted by torturing and slaughtering animals.

Describe how you arrived at the final design
The creative leap lay in viewing the situation from the animal perspective and showing their joy at the introduction of PETA footwear in human terms, thus instantly communicating the message of the brand in a way that is satirical yet hard hitting.

Give some indication of how successful the outcome was in the market
Customers walking in to buy regular footwear were exposed to the instore communication, and got curious to know more about PETA Anti-Leather footwear. Since it was more of a cause-related effort on the clients side to support PETA, they were not expecting large volumes, but were pleasantly surprised when the entire stock sold out in the first month itself. This effort has been lauded by PETA too.