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  • SUB CATEGORY :
    BEST USE OF AMBIENT: LARGE SCALE
  • COMPANY ENTERING :
    OGILVY GROUP THAILAND, BANGKOK
  • ENTRY TITLE :
    BEHIND THE LEATHER
  • BRAND :
    PETA ASIA
  • ADVERTISER :
    PEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS
  • AGENCY :
    OGILVY GROUP THAILAND, BANGKOK
  • CHIEF CREATIVE OFFICER :
    NOPADOL SRIKIEATIKAJOHN
  • EXECUTIVE CREATIVE DIRECTOR :
    WISIT LUMSIRICHAROENCHOKE
  • CREATIVE DIRECTOR :
    PURIPONG LIMWANATIPONG
  • COPYWRITER :
    YUTACHAI THUMSUWAN/KRIS GARFORD SPINDLER
  • ART DIRECTOR :
    NOPADOL SRIKIEATIKAJOHN/WISIT LUMSIRICHAROENCHOKE/
    PURIPONG LIMWANATIPONG/NATTAKONG JAENGSEM/
    NUTT JEERAWATTANARAK
  • ACCOUNT MANAGER :
    VARUNORN SUPHANNANONT
  • STRATEGIC PLANNING DIRECTOR :
    GUNPONG PANTHONGPRASERT
  • STRATEGIC PLANNER :
    BONITA PUI YANG WU/JIRAYUTH NIYOMMALAI
  • SENIOR PROJECT MANAGER :
    NAPAS WARASESTASAK
  • FILM PRODUCTION COMPANY :
    MEOUR PRODUCTION CO., LTD., BANGKOK
  • DIRECTOR :
    TEEWIN VARAPASKUL
  • ASSISTANT DIRECTOR :
    PEERAPAT KUMSARIRAK
  • D.O.P/CINEMATOGRAPHER :
    KITTIPAT TACHATARARAK
  • FILM PRODUCER :
    THANAPHORN PHIANSOMPHOL
  • PROJECT MANAGER :
    PARISOOT NARAIPRASIT
  • EDITOR :
    ITTIWAT POOBANDIT
  • SCULPTURE ARTIST :
    VASIN KRASAEKUL
  • MECHANIC ENGINEER :
    ARNAS JARAKORN
  • PRINT PRODUCTION COMPANY :
    BOB EYE VIEW STUDIO, BANGKOK
  • PHOTOGRAPHER :
    NAVARATANA DONKORT
  • THE BRIEF :
    IN THAILAND, MILLIONS OF EXOTIC ANIMALS HAVE ENDURED UNIMAGINABLE PAIN SUCH AS BEING CRUELLY SKINNED ALIVE TO SERVE AS LUXURY FASHION ITEMS. THE COUNTRY IS HOME TO THE WORLD’S LARGEST SOURCE OF CROCODILE SKIN SUPPLY AND IS A MAJOR EXPORTER OF EXOTIC SKINS TO LEADING GLOBAL FASHION BRANDS. AT THE SAME TIME, THAI CONSUMERS RANK AMONG THE WORLD’S TOP BUYERS OF EXOTIC SKIN PRODUCTS AS THEY FAIL TO CONNECT THEIR LUXURY PURCHASES TO ANIMAL CRUELTY. WITH PETA’S OBJECTIVE TO END THE USE OF EXOTIC SKIN, THE CAMPAIGN AIMED TO GET PEOPLE WHO ARE BLINDED BY LUXURY AND HIGH-FASHION TO REALIZE THE ANIMAL SUFFERING INVOLVED, AND PLEDGE AGAINST ALL EXOTIC SKIN PRODUCTS.
  • THE STRATEGY :
    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 THE BEAUTY OF THE PRODUCTS THEY WANT, SIMPLY INFORMING THEM OF THE 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 HAVE A STRONG, POSITIVE IMPACT ON REDUCING THE EXOTIC SKIN TRADE.
  • THE 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. THE TRENDY, HIGH-FASHION FAÇADE OF THE STORE THEN ATTRACTED CUSTOMERS LOOKING FOR HIGH-END FASHION PRODUCTS. ON THE EXTERIOR OF THE PRODUCT 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 A BEATING HEART AND FLOWING BLOOD. HIDDEN CAMERAS CAPTURED THE SHOCKING REACTIONS OF VISITORS WHO AFTERWARDS WERE FACILITATED BY PETA’S STAFF, BROCHURES AND A VIDEO TO LEARN ABOUT ANIMAL CRUELTY BEHIND THE PRODUCTION PROCESS. THE SHOP WAS THEN 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.
  • THE RESULT :
    “BEHIND THE LEATHER” CREATED MASSIVE IMPACT. 87% OF 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.