THE UGLY SIDE OF BEAUTY
Bronze Spike
| Title | THE UGLY SIDE OF BEAUTY |
| Brand | PEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS ASIA PACIFIC |
| Product / Service | ANIMAL CRUELTY CHARITY |
| Category | A03. Viral Mobile & Messaging |
| Entrant | McCANN WORLDGROUP SINGAPORE, SINGAPORE |
| Entrant Company: | McCANN WORLDGROUP SINGAPORE, SINGAPORE |
| Advertising Agency: | McCANN WORLDGROUP SINGAPORE, SINGAPORE |
Credits
| Name | Company | Position |
|---|---|---|
| Farrokh Madon | McCann Erickson Singapore | Executive Creative Director |
| Chow Kok Keong | McCann Erickson Singapore | Art Director |
| Vidhi Shah | McCann Erickson SIngapore | Copywriter |
| Charmaine Wong | McCann Erickson Singapore | Producer |
| Koh Kin Yee | Teo Studio | Photographer |
| Jimmy Leow | - | Illustrator |
| Jason Baker | People for Ethical Treatment of Animals Asia Pacific | Advertiser's Supervisor |
| Ashley Fruno | People for Ethical Treatment of Animals Asia Pacific | Advertiser's Supervisor |
| - | Gaia Films | Post Production |
| Yellow Box | Audio House | |
| www.bigbangfuzz.com | Music |
Brief Explanation
Brief: To show a fashion-crazy audience the ugly side of glamour. Execution: Since trendy Asians love bargains, our posters featured fictitious fashion products at amazing prices. When the accompanying barcodes were scanned with a smartphone, shoppers saw a video of the animal that was killed to create that product, thus revealing the true cost. The videos were voiced by Pamela Anderson and Joaquin Phoenix. Results: In just the first week, the barcodes were scanned over 12,000 times and the posters attracted significant blog coverage, media reports and traffic to the PETA website, leading to increased awareness of Cruelty-Free Shopping.