In addition to subjecting billions of animals to lives of torment and slaughter, the production of animal-derived materials for clothing fuels the climate catastrophe and causes land devastation, pollution, and water contamination. But people don't think about animal suffering while they're shopping. This campaign asserts one thing: animal lovers don't wear animals.
But we couldn’t stop at just clothes. What’s more visceral than just seeing animal cruelty? Smelling it.
And after all that, how do we expose it to everyone? Social media. We’ll transform PETA’s own social media into a mockery of the social media of luxury brands, with a brutal bloody twist. And maybe a few OOH ads along the same vein.
