PETA: Death Bet | A bet on horses is a bet on death

Every year over 1000 racehorses die in the United States due to the extreme pressure they are exposed. They are part of a million-dollar industry, driven by betting. The Berghs School of Communication in Stockholm thought of making people aware of this problem with their concept ‘Death Bet’. Betting on which horse will die first.

PETA (People for the Ethical Treatment of Animals) need people’s attention to show what’s going on in the horse racing industry. A place where horses are raced to the grave. Their solution is an integrated campaign with a provoking message. A bet on horses is a bet on death.

Awards
One Show 2012 Integrated Campaign – Gold
One Show 2012 Client Pitch – Honorable Mention
One Show 2012 Website – Merit
One Show 2012 Online Ad (Campaign) – Merit

Credits
Client: PETA
Campaign: Death Bet
School: Berghs School of Communication
Writer: Viktor Jacobsson, Rickard Beskow
Art Director: Michal Sitkiewicz, Eva Wallmark, Andreas Ekelund