Paw Justice: Animal Strike
Michiel Cox
Campaign details
Brand owner: Paw JusticeAgency: DDB Group New ZealandBrand: Paw JusticeCountry: New Zealand
Executive summary
This case study tells how, when faced with what it felt to be unacceptable animal testing legislation, animal rights activists Paw Justice decided to show the government how much New Zealand cared about this. In just one day, the campaign grew from a small idea to a global movement, and Paw Justice received support from almost every country in the world. Most importantly, through the united power of animal lovers around...