Singaporean’s love of shopping and fashion is targeted in McCann’s latest campaign for Peta, aimed at educating fashionistas about the ugly side of beauty and cruelty-free shopping.
Clear Channel donated 12-sheet poster sites islandwide for the campaign, featuring shots of fictitious high fashion products that are being sold at seemingly amazing prices.
When curious shoppers scan the barcodes against each item on the poster with the Stickybits application available on their smart phones, they won’t find a price. Instead, they receive a video showing how animals were tortured in the making of the product.
The video then directs the shopper to the Peta website, where they can find out more about cruelty-free shopping.
“The campaign blends technology and shopper psychology in a smart way to show fashion-conscious shoppers the ugly side of the beauty industry,” said Farrokh Madon, executive creative director at McCann Erickson Singapore.
“Peta’s new ad mixes the star power of Pamela Anderson and Joaquin Phoenix with edgy advertising to bring the horrors of the leather and exotics industry to people’s attention. Hopefully this smart phone campaign will make people into smart shoppers, and influence them to leave animal skins out of their wardrobes,” said Jason Baker, director, Peta Asia.
Advertiser PETA (People for the Ethical Treatment of Animals)
Media Clear Channel Singapore
Agency McCann Erickson Singapore
Executive creative director Farrokh Madon
Creative director Chow Kok Keong
Copywriter Vidhi Shah
Art director Chow Kok Keong
Client managers Ashley Fruno, Jason Baker
Agency producer Charmaine Wong
Editing house Gaia Films
Music Yellow Box Studio
Photographer : Kin Yee, Teo Studio
Computer artist Jimmy Leow
Media Kelly Khoo, Ong Bee Bee