Category

Award

THE UGLY SIDE OF BEAUTY

Bronze Spike
ClientPEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS ASIA PACIFIC
ProductANIMAL CRUELTY CHARITY
EntrantMcCANN WORLDGROUP SINGAPORE, SINGAPORE
Type of EntryMobile
CategoryViral Mobile & Messaging
TitleTHE UGLY SIDE OF BEAUTY
Product/ServiceANIMAL CRUELTY CHARITY
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.