THE UGLY SIDE OF BEAUTY

Short List
TitleTHE UGLY SIDE OF BEAUTY
BrandPEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS ASIA PACIFIC
Product / ServiceANIMAL CRUELTY CHARITY
CategoryB04. Public Service, Charity & Fund Raising
EntrantMcCANN WORLDGROUP SINGAPORE, SINGAPORE
Entrant Company:McCANN WORLDGROUP SINGAPORE, SINGAPORE
DM/Advertising Agency:McCANN WORLDGROUP SINGAPORE, SINGAPORE

Credits

Name Company Position
Farrokh Madon McCann Erickson Singapore Executive Creative Director
Chow Kok Keong McCann Erickson Singapore 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

The Brief

The brief was to show a fashion-crazy audience the ugly side of glamour. The campaign was targeted at young, trendy Asian shoppers, so the strategy was to draw them into the campaign by creating a simulated shopping experience.

Creative Execution

The campaign blends technology and shopper psychology in a smart way to show fashion-conscious shoppers the ugly side of the beauty industry. By drawing in the audience with a simulated shopping application, we got the exact target group we wanted. And by showing them the ‘true cost’ of their purchase just before they made it, we got them to think about the impact of all their previous purchases.

Describe the creative solution to the brief/objective.

The only thing that trendy Asians love more than the latest fashions is a great bargain. So our posters featured fictitious high fashion products being sold at ‘amazing prices’. Each product had an accompanying barcode that had to be scanned with a smartphone to reveal the price. However, when a barcode was scanned, the shoppers were shown a video of the animal that was tortured and killed to create that product, thus revealing the ‘true cost’ of what they were about to buy. The videos were voiced by celebrities like Pamela Anderson and Joaquin Phoenix.

Results

In just the first 10 days, the barcodes were scanned over 12,000 times and the posters snowballed into a larger campaign with significant blog coverage, media reports and traffic to the PETA website, thus leading to increased awareness of Cruelty-Free Shopping alternatives.