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Campaign: Elephant Anti-Cruelty

Client: People for the Ethical Treatment of Animals (PETA) WPP company: Y&R, Chicago

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People for the Ethical Treatment of Animals (PETA) is the largest animal rights organisation in the world, with more than three million members and supporters.

In 2011, Y&R Chicago worked pro bono for PETA to raise awareness of the harmful elephant training practices that occur around the world for human entertainment. The campaign goal was to draw back the curtain on the cruelty by targeting animal lovers and those attending circuses.

The bright coloured illustrations created a powerful juxtaposition between the playful look and feel, and the horror of the animal cruelty. These eye-opening posters and pamphlets were featured on www.peta.org and distributed in pet shelters and stores throughout Chicago.

The campaign, worth $65,000 of agency time, won a Bronze Lion at Cannes in 2011.

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