86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.

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.