PETA: 98% human
BBDO New York
What were the objectives for the creative work?
People for the Ethical Treatment of Animals (PETA) is the largest non-profit animal rights organization in the world. With their three million members and supporters, PETA works to end animal suffering in four sectors where animal cruelty exists: factory farming, clothing trade, laboratory research, and the entertainment industry.
In 2011, PETA approached us with a challenge: Reach out to influencers in the creative community and compel them to stop using primates in the content they create.
From there, we created the following objectives:
BUSINESS OBJECTIVE:Reduce...