People For The Ethical Treatment Of Animals (PETA) Print PETA: How to Train an Elephant by Y&R Midwest Chicago

PETA: How to Train an Elephant

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Industry Public awareness, Environmental & Animal Issues
Media Print, Magazine & Newspaper
Market United States
Agency Y&R Midwest Chicago
Creative Director Sonya Grewal
Copywriter Evan Thompson
Released June 2011


London International Awards 2011
Design Brochures/Catalogues - Consumer Silver

Credits & Description

To bring attention to, and help stop, the cruelty of elephants in the circus, we engaged an audience that is already in an "animal caretaking". Mindset: Pet store customers. By placing a simple training manual on pet store checkout counters, we communicated to pet owners the abuse circus elephants endure when they're trained to perform their tricks. Ultimately, encouraging readers to help stop the torture of the elephants by boycotting the circus.
Advertising Agency: Y&R, Chicago, USA
Chief Creative Officer: Bob Winter
Creative Director: Sonya Grewal
Art Directors: Sonya Grewal, Gabo Curielcha, Thomas Nicholas
Copywriter: Evan Thompson
Illustration: Bob Staake
Art Buyer: Darcy Drews