|Title||BEHIND THE LEATHER|
|Brand||PEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS|
|Product / Service||PETA ASIA|
|Category||A08. Charities, Public Health & Safety, Public Awareness Messages|
|Entrant||OGILVY & MATHER Bangkok, THAILAND|
|Idea Creation||OGILVY & MATHER Bangkok, THAILAND|
|Production||MEOUR Bangkok, THAILAND|
|Contributing||BOB EYE VIEW BANGKOK, THAILAND|
|Contributing 2||MONTAGE STUDIO Bangkok, THAILAND|
|Nopadol Srikieatikajohn||Ogilvy Group Thailand||Vice Chairman|
|Wisit Lumsiricharoenchoke||Ogilvy Group Thailand||Group Executive Creative Director|
|Puripong Limwanatipong||Ogilvy Group Thailand||Associate Creative Director|
|Nattakong Jaengsem||Ogilvy Group Thailand||Art Director|
|Yutachai Thumsuwan||Ogilvy Group Thailand||Creative Group Head|
|Thanawat Chongmahakul||Ogilvy Group Thailand||Creative Director|
|Kris Garford Spindler||Ogilvy Group Thailand||Copywriter|
|Napas Warasestasak||Ogilvy Group Thailand||Senior Project Manager|
|Warun Siriprachai||Ogilvy Group Thailand||Associate Planning Director|
|Nattawat Sritanyarat||Ogilvy Group Thailand||Junior Audio/Visual|
|Nutt Jeerawattanarak||Ogilvy Group Thailand||Graphic Designer|
|Gunpong Panthongprasert||Ogilvy Group Thailand||Managing Director - The Brand Union|
|Bonita Pui Yang Wu||Ogilvy Group Thailand||Strategist|
|Jirayuth Niyommalai||Ogilvy Group Thailand||Strategist|
|Varunorn Suphannanont||Ogilvy Group Thailand||Communications Manager|
|Montage Studio Bangkok||Montage Studio Bangkok||Retoucher|
|Teewin Varapaskul||MeOur Production||Director|
|Peerapat Kumsarirak||MeOur Production||Assistant Director|
|Thanaphorn Phiansomphol||MeOur Production||Producer|
|Kittipat Tachatararak||MeOur Production||Director Of Photography|
|Ittiwat Poobandit||MeOur Production||Editor|
|Parisoot Naraiprasit||MeOur Production||Project Manager|
|Vasin Krasaekul||Freelance||Sculpture Artist|
|Arnas Jarakorn||Freelance||Mechanic Engineer|
|Navaratana Donkort||Bob Eye View Studio||Director Of Photography|
|Suparrerk Kulintaraprasert||Ogilvy Group Thailand||Senior Project Manager|
‘Behind the Leather’ aims to make the truth of cruelty so big that it overshadows preference for luxurious beauty. We brought animal cruelty to life in a place most familiar to those craving for beauty in exotic leather, a high-end boutique that sells seemingly authentic luxury fashion items. The key was to connect the beauty of luxury to the animal cruelty involved by making them exist in the same place.
We set up a boutique store in the heart of Bangkok’s fashion district displaying an exquisite collection of fashion products seemingly made from exotic animal skin. On the outside they appeared identical to brand name fashion items, from bags to boots and jackets to other accessories. However, the interior was fitted with mechanics that mimic the internal organs of animals such as beating heart and flowing blood. Hidden cameras captured the shocking reactions of visitors who afterwards were facilitated by PETA’s staff, brochure and video to learn about animal cruelty behind the production process. The shop was taken online to amplify the campaign’s reach. Browsing into what appeared to be ordinary product posts, shoppers learnt about the horrific process behind each item.
“Behind the Leather” created massive impact. 87% shoppers reported to have changed their minds about buying exotic skin products. Within just 12 days, the campaign generated over 42 million views globally. Participations across social network amounted to 800,000 interactions. Worldwide media coverage helped spread the word, and generated USD 22 million worth of earned media. All this with zero media cost.
‘Behind the Leather’ was able to directly change consumers’ stance towards an issue that is central to the brand’s objective. In getting the general public to understand and buy into PETA’s belief that exotic animals are not theirs to wear, we literally got consumers to experience the bloodshed involved in this trade. The shocking experience in our mockup offline and online stores drove pledges against exotic skin and over 100,000 social media engagements, breakthrough results that showed how the campaign became a major milestone towards achieving PETA’s objective of totally banning the use of exotic skin.
The target audience is exotic skin shoppers, those who know little about the horrors that exotic animals endure and have fallen prey to luxury marketing that masks the ugly truth behind the leather. Heavily blinded by beauty, informing facts about animal cruelty is not enough to establish understanding and create positive change. The “shock” tactic was chosen because it is unforgettable, compelling and humanizing. The human mind is designed to crave the unexpected and it is the unexpected that changes behavior. This out of the norm approach cuts through the messaging clutter, generating consumer pledge to never buy exotic skin. This collective moment has struck a blow to the exotic skin trade.