Whatever you think about PETA (People for the Ethical Treatment of Animals), this campaign by MullenLowe Singapore is a brilliant piece of script flipping. In addition to the cow above, who is concerned about the abuse of lactating human women, there's also a caring duck who is appalled by the way force-feeding of humans bulks their livers up to 10 times their normal size.
On the website of the fake organisation 'Animals for the Ethical Treatment of Humans', sensational headlines about barbaric acts by animals lead to a popup message—"If the world was the other way around, they would never do it"—and then to the real PETA site.
As a prey animal, Ad Nut has doubts about exactly how kind-hearted certain animals are, but nonetheless commends the creators of this campaign. At the very least it'll make humans think about the things they do to animal-kind. And you may call Ad Nut a dreamer, but a focus on empathy is certainly a better approach than some of PETA's more confrontational work of the past.
Executive Creative Director: Erick Rosa
Creative Directors: Ang Sheng Jin / Daniel Kee
Art Directors: Martin Coppola / Fabio Santos / Alex Tan / Andrew Ho
Copywriter: Jon Ng
Agency Producer: Felicia Tan
Global Account Director: Gonzalo Olivera
Account Manager: Nadrah Rozman
Production House: Oriental Films
Director: Charly Gutierrez
Executive Producer: Diego Robino
Producer: Manolo Farachio
Producer: Ceci Benech
DOP: Federico Polleri
Post Producer: Adriana Amejeiras / Valentina Gedanke
Post Production Company: Oriental Films
Music and Sound: Neon Sound Studio
Executive Producer (Music & Sound): Terence Chan
Web developer: Ramiro Iriñiz
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