PETA’s In Captivity Campaign Uses Lockdown Imagery to Reflect Animal Confinement
During the COVID-19 pandemic, lockdowns changed daily life around the world. Homes became places of isolation, windows became barriers to the outside world, and many people experienced long periods of restricted movement. PETA’s In Captivity campaign draws a connection between that shared experience and the reality faced by animals living in captivity.
Created by Archer Troy, the print campaign uses a series of photographs showing people confined behind windows, curtains, blinds, and glass doors while wearing face masks. Each image is accompanied by a simple message: “Now you know how it feels. Let them be free.”
The campaign is built around a comparison that became particularly relevant during global lockdowns. While confinement was a temporary experience for most people, animals in zoos, marine parks, roadside attractions, and other captive environments often spend their entire lives in restricted spaces. The creative invites viewers to consider that contrast through familiar scenes from everyday life.
Finding a Parallel in Isolation
According to the campaign’s concept, the experience of lockdown was not entirely new. The idea suggests that confinement has long been a reality for animals kept in captivity, even if it is often overlooked. By placing people in situations that resemble cages, enclosures, or barriers, the visuals encourage viewers to see captivity from a different perspective.
Rather than relying on graphic imagery or detailed explanations, the campaign keeps its message direct. The photographs focus on expressions, distance, and physical separation, allowing the comparison to emerge naturally.
A Timely Message from PETA
The timing of In Captivity gave the campaign added relevance. As people adjusted to restrictions on movement and social interaction, the creative used a globally shared experience to start a conversation about animal freedom and welfare.
By connecting human emotions with the lives of captive animals, PETA and Archer Troy created a campaign designed to encourage empathy and reflection through a situation millions of people could immediately understand.
Credits:
Campaign: In Captivity
Brand: PeTA
Advertising Agency: Archer Troy, Mexico
Vp Creative: Mike Arciniega
General Creative Director: Abraham Quintana, Carlos Fernandez Oxte
Art Director: Mauricio Sánchez “Micho”
Copy Director: Fabiola Salazar
Copywriter: Fabiola Salazar
Art: Mauricio Sánchez “Micho”
Account Director: Mariana Torrijos
Account: Samantha Ayala
Production: Martin Hernandez, Emmanuel García
Tags:
People for the Ethical Treatment of Animals, PeTA awareness campaign, Print Advertising, Animals, PETA In Captivity