BEHIND THE LEATHER

Silver Spike

Case Film

Presentation Image

TitleBEHIND THE LEATHER
BrandPEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS
Product / ServicePETA ASIA
CategoryB08. Use of Stunts
EntrantOGILVY & 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

Credits

Name Company Position
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

The Campaign

‘Behind the Leather’ was born out of insightful qualitative research that revealed a social disconnect between exotic skin beauty and the animal cruelty behind it. Hence, the creative idea was 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.

Creative Execution

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’ cleverly combines online and offline media to leverage its power in amplifying the campaign impact. In getting the public to understand and buy into PETA’s belief that exotic animals are not theirs to wear, we brought tangibility to a brilliant idea, bringing it to life and amplified its effect with the power of viral media as well as high impact physical touch points.

Insights, Strategy and the Idea

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. An integrated campaign including event, online, print and viral, this out of the norm approach cuts through the messaging clutter, generating an amount of viral and public relations that will create impact on the exotic skin trade.

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