PETA ANTI-LEATHER FOOTWEAR FROM SHOE BAZAR LAUNCH CAMPAIGN
|Title||PETA ANTI-LEATHER FOOTWEAR FROM SHOE BAZAR LAUNCH CAMPAIGN|
|Entrant Company:||JOSHBRO COMMUNICATIONS Mumbai, INDIA|
|Design/Advertising Agency:||JOSHBRO COMMUNICATIONS Mumbai, INDIA|
||Executive Creative Director
The challenge was to make the target audience aware of how leather is extracted by torturing and slaughtering animals.
Describe the brief from the client:
The brief was to create a creative campaign for Anti-Leather footwear, inspired by the work of animal rights organizations such as PETA. The aim was to convince people to stop using leather products and consider using PETA Anti-Leather foorwear from Shoe Bazar. The target audience is everybody who walks into the store.
Description of how you arrived at the final design:
The creative leap lay in viewing the situation from the animal perspective and showing their joy at the introduction of PETA footwear in human terms, thus instantly communicating the message of the brand in a way that is satirical yet hard hitting.
Indication of how successful the outcome was in the market:
Customers walking in to buy regular footwear were exposed to the instore communication, and got curious to know more about PETA Anti-Leather footwear. Since it was more of a cause related effort on the clients side to support PETA they were not expecting large volumes, but were pleasantly surprised when the entire stock got over in the first month itself. This effort has been lauded by PETA too.