| Title | BACKSTAGE |
| Brand | PETA ASIA PACIFIC |
| Product / Service | PETA |
| Category | A10. Typography |
| Entrant | Y&R BEIJING, CHINA |
| Entrant Company | Y&R BEIJING, CHINA |
| Advertising Agency | Y&R BEIJING, CHINA |
| Name | Company | Position |
|---|---|---|
| Jianjun Geng | Y/R Beijing | Designer |
| Donghai Liu | Y/R Beijing | Copywriter |
| Jianjun Geng | Y/R Beijing | Illustrator |
| Ronnie Wu | Y/R Beijing | Art Director |
| Nils Andersson | Y/R China | Copywriter |
| Nils Andersson | Y/R China | Art Director |
| Jianjun Geng | Y/R Beijing | Art Director |
| Gao Han | Y/R Beijing | Copywriter |
| Donghai Liu | Y/R Beijing | Cd |
| Ronnie Wu | Y/R Beijing | Cd |
| Nils Andersson | Y/R China | Cco |
To let the public find out the truth hides beneath the glamour in the center of the ring.
Animal actors are mistreated and tortured in the backstage of circuses. PETA wants to unveil such cruelty to the public and to raise awareness.
To tell the stories of those suffering animals in each letter, and composite a set of messages closely related to circus.
People intelligent enough will immediately understand the irony in each message and have serious consideration of animal performance in circuses.