PETA New Ad Campaign Shows Dark Side of Animal Circuses: Your fun hurts animals

To increase the pressure on them, PETA has partnered with award-winning ad agency Ogilvy’s Honduras team to launch a thought-provoking and vibrant ad campaign that contrasts the pageantry of a circus with the misery of the animals who are forced to perform in it.

Your Fun Hurts Elephants
Elephants are highly social animals who live in matriarchal herds, sharing mothering responsibilities for the herds’ babies. In nature, they spend their days socializing, browsing on trees and shrubs, playing in the mud and water, and exploring vast habitats. While touring with circuses, they spend most of their lives in chains, unable to take more than a step in any direction. Trainers use fear and pain to force them to perform. The exhibitor who supplies elephants to Loomis Bros. has been repeatedly caught striking elephants in the face and jaw with bullhooks.

Your Fun Hurts Tigers
In their natural habitat, tigers are apex predators who control vast territories and raise their young. In circuses like Carden, they’re locked in cages. They’re whipped to force them to perform tricks that they don’t understand. Regardless of how long they’re kept in extreme confinement, tigers never lose their genetic drives.

Your Fun Hurts Zebras
UniverSoul continues to force zebras to perform even though, as a prey species, being in close contact with humans—whom they view as predators—is highly stressful. Circuses put these sensitive animals in danger: Frightened zebras have escaped from UniverSoul and run through city streets on two different occasions. Zebras who have escaped from other circuses have sustained deadly injuries. The crazed look on this scary clown’s face is how zebras must feel in circus arenas.

Credits
Client: PETA
Campaign: Your Fun Hurts Animals
Advertising Agency: Ogilvy, Tegucigalpa, Honduras
Chief Creative Director: Wanda Cálix, Andres Villalobos
Creative Director: César Chinchilla
Creative: Sebastisn Bullorini, Daniel Palala
Illustrator: César Miralda
Planning Director: Alan Cruz

Credits
Advertising Agency: Grey Group, Mumbai, India
Managing Director And Chief Creative Officer: Sandipan Bhattacharyya
Executive Creative Director: Vivek Bhambhani
Creative Director: Mangesh Kavale
Associate Creative Director: Mehul Prajapati
Art Director: Mangesh Kavale
Designer: Mangesh Kavale
Copywriter: Mehul Prajapati
Associate Vice President: Anand Ashar
Account Supervisor: Owais Ansari
Chief General Manager(Branding), IOCL HO: Sandeep Sharma
Studio Manager: Dhananjay Thakur
Artwork: Vaibhav Bhilare
Retouching Artist: Pravin Patil
Retouching Artist: Manoj Dalvi

Idea:
During 24 hours, for the International Day for Biological Diversity, Lacoste’s crocodile made way for ten endangered species all over the world. On this day, Lacoste became «crocodile free» in every square foot of its shops and every communication (TV, OOH, social media and e-shop). Novak Djokovic, a Lacoste ambassador, took part in the operation by wearing an official outfit with the Hawaiian Monk Seal logo during Rome’s ATP Masters. The campaign encountered great media exposure. It also drove a record number of customers in stores.

All profits from this day helped IUCN’s efforts to conserve threatened wildlife.

#LacosteSaveOurSpecies

Credits
Agency : BETC Paris
Creative Director: Antoine Choque
Art DIrector: Jonathan Baudet-Botella
Copywriter: Olivier Aumard
AD assistants: Benoit Ferran, Jessica Fecteau, Joachim Touitou
Account Manager: Fanny Buisseret, Charlotte Sellier, Suzy Morin
Media Strategy: Lennie Stern, Julien Levêque

This campaign is about:
Lacoste Save Our Species, Lacoste crocodile free, Outdoor, OOH, Social Media, Print, Hawaiian Monk Seal, wildlife, Animals, Moheli scops owl, North Atlantic right whale, Iberian lynx, Yemeni mouse-tailed bat, Northern hairy-nosed wombat, Mountain Chicken Frog, endangered, Addax, Allotoca maculata

Our relationship with animals is broken. In factory farms and slaughterhouses, their bodies are turned into products, their individuality and suffering ignored. Our own global crisis makes clear just how interconnected our lives are, just how much looking after ourselves means looking after one another. As we hope for our new normal, animals in factory farms hope for theirs too. Together we can create a new normal for animals.

A voiceover narrating these official safety recommendations contrasts with real images of animals suffering, captured from Mercy’s investigations in factory farms and slaughterhouses.

The idea of the film is to remember that, like humans, these animals also hope for a “new normal”.

Visit Website

Credits
Advertiser: Mercy for Animals
Advertising Agency: Camisa 10, Rio de Janeiro, Brazil

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

Credits
Agency: Vatitude, Bangalore, India
Creative Director: Devendiran Balakrishnan
Copywriter: Vaishali Kant

Tags:
Public Interest, NGO, Print, Advertisement, Advertising, Print Ad, Creative Ads, Awareness Ads, Digital Campaigns, Animals, COVID-19, Pandemic, Illegal wildlife trade, wildlife, Print campaign, Advertising Agency, Creative work

Plastics amount to 80% of all the garbage dumped into the world’s oceans, and has a horrifying impact on the ocean life.

IKEA will develop a series of toys depicting sea animals that are visibly transformed due to plastic. By bringing attention to this problem, we advocate minimising plastic use to our customers.

Credits
Advertising School: MADS, Moscow, Russian Federation
Art Director: E.trokhina
Copywriter: M.besov
Copywriter: A.valova
Copywriter: V.frolova
Copywriter: R.fekhredinov
Tutor: E.shilyaeva
Tutor: A.potekhin

Tags:
Print Advertising, Plastic Pollution, Animals, Creative Ads, Awareness Campaign

The campaign “combines press, public relations and content, with powerful element of activism, and represents what we do in the agency: we don’t think about traditional media, we think about brave and liquid ideas that matter to people and, then, the specific media comes up” -according to FCB&FiRe Spain CCO, Jesús Revuelta.

An Unrepeatable photograph is enjoying a successful run at all the international creativity festivals where it has been presented. So far it has won the Press Print Grand Prix at El Sol – also the first Grand Prix in the history of the Spanish agency – in addition to a total of 7 ‘soles’ in public relations, branded content, press, and use of media. A lion for the “innovative use of print and publishing” at Cannes Lions; gold for best brand content at Inspirational IAB; two golds for best-branded content and best print execution at the Best Awards food awards; as well as a metal in the “Ideas” category at the CdeC.

This is an outstanding record of accomplishment for the first campaign presented to festivals by the recent alliance of FCB&FiRe in Spain, which focuses on the intersection between advertising and entertainment, keeping creativity at its core.

Watch full campaign here

Tags:
El Ojo de Iberoamérica 2019, Grand Prix, FCB&FiRe, Buenos Aires, Animals, Trapa Chocolates, NGO, Awareness Campaign, Award winning campaign, EL SOL 2019, Print Campaign, Cannes Lion

Credits
Brand: Grupo Exito / Magia Salvaje
Campaign: Endangered Costumes
Advertising Agency: Sancho BBDO, Bogotá, Colombia
Executive Creative Directors: Mario Lagos, Juan David Jaramillo, Diego Almanza
Creative Director, Copywriter: Andrés Luque
Creative Director, Head of Art: Daniel Delgado
Copywriters: Alejandro Arango, Jerónimo Zapata, Tamara Mujica
Art Directors: Tatiana Rico, Elkin Hernandez, Marcela Zapata
Motion graphics & Editor: Cristian Sánchez
VP Business: Natalia Pérez
Account Executive: Camila Patiño
Account Executive: Katalina Espinel

Tags:
TV Campaign, TVC, Awareness Campaign, Endangered Costumes, Public Interest, NGO, Colombia, BBDO

Credits
Brand: WWF
Advertising Agency: Stellar, Cairo, Egypt
Creative Director: Tariq Nasr
Creative Associates: Moustafa Mamdouh, Mohamed El-Sayed
Art Director: Mahmoud Hamdy
Senior Designer: Islam Yehia
Copywriters: Tariq Nasr, Moustafa Mamdouh

Tags:
Awareness Campaign, Best Print advertising, Creative Print Ads, Print campaign, Creative Advert, WWF, World Wide Fund for Nature, Wildlife, Animals, Environment, NGO, Public interest

Ever since the advent of advertising, advocates of social change have called it a tool for corporations to shove their agendas down the throats of commoners. Movies like Fight Club have their entire plot built around the idea that advertising is an evil practice that creates a spiritual war inside society. However, advertising is not just about taking money from the poor to fill the pockets of the rich. It is a medium that enables visionary creative minds to broadcast their ideas onto people from all parts of the social hierarchy.

A well-crafted advertisement has the power to capture the attention of its audience in a bid to bring about some intended change. We’re all aware of shimmering billboards, and over-the-top TV ads that sell products and services. However, light needs to be shed on the fact that responsible advertising can advocate for a progressive society by bringing sensitive topics like climate change, human trafficking, racism, identity politics, gender inequality, and more into the limelight. Even though some social ads tend to be commercial in nature, it is great to see corporations talking about issues that the general public deeply cares about. Simply put, a social issue Ad not only allows creatives to use the power of advertising to captivate the masses, but it also helps in bringing about meaningful change in society.

Here are a few examples that reinforce the idea that when used with the right intent, advertisements can be much more money-making machines:-

IAA – Freedom Fighter
Let’s free our nation. One more time. #StopPollution. Issued in public interest by IAA.

NOAH – The fine art of exterminating an entire species.
Rhinos have survived predators, climate change and disease for 50 million years. But it’s Asia’s soaring demand for rhino horn that will doom them: every 14 hours a rhino is killed. Help us save the last rhinos.

Amnesty International – Sexual Abuse
Sometimes imagination is the only way. Every day two girls are victims of sexual abuse. We must denounce.

ActionAid – Non-equal rights
Up to 94% of brazilian women have to work at their jobs and at home. That’s 30 hours a month working more than men. And 24 hours a day of non-equal rights.

Children of the Street Society – Be careful what you agree to.
In Canada, Children of the Street Society reveals a shocking campaign to raise awareness of the danger of sharing intimate photos.

Absolut – Kiss With Pride
In Canada, homosexuality has been decriminalized since 1969 – but it still remains illegal in many countries. Absolut’s Kiss With Pride imagery celebrates people from several of those countries who kiss with pride. The campaign’s goal was to raise awareness of the fact that same-sex relationships are still illegal in 72 countries. We asked individuals from those countries to come together and portray human love and compassion at its most natural state – by uniting for a kiss.

Moms Demand Action For Gun Sense In America Red Riding Hood
We keep ‘Little Red Riding Hood’ out of schools because of the bottle of wine in her basket. Why not assault weapons?

Generations Against Bullying – Speak Up
Be strong and speak up. If you see someone being bullied, all you have to do is say something. Just getting involved in a nonthreatening way stops the bullying in less than 10 seconds 85% of the time. That’s the difference between a bystander and an upstander.

Tags:
Advertising Agency, RKS BBDO, India, Freedom Fighter, IAA, Polution, Public Interest, Air pollution, Print, Germany, NGO, Noah, Grabarz & Partner, NOAH, Climate Change, Animals, Amnesty International, Sexual Abuse, Havas, Paraguay, ActionAid, Equal Rights, Human trafficking, Racism, Identity Politics, Gender Inequality, 3A Worldwide, Children of the Street Society, Awareness Campaign, Kiss with Pride, BBH Creative, Absolut, Homosexuality, LGBTQ+ community, LGBTQ rights, LGBT Arts Festival, Grey, Moms Demand Action, Anti-Bullying ad, Best Social Issue Ads, bullying print ads, Anti-Bullying ad, Print advertising, Creative Print Ads, Print campaign, Creative Advert

The range features air fresheners designed in the shape of animals’ face. Every passing day, the freshener tablet reduces, disappearing eventually. Inside each tablet, is a metal plate that encourages people to take the right action. It reads – Don’t watch Asiatic Lions disappear into the thin air. A Quick Response code on the plate redirects users to an online avenue where they can know more and do their bit.

Many wildlife species today stand on the verge of extinction and many disappear on a daily basis. Loss of habitats, illegal poaching are amongst the common reasons behind this situation that worsens every day. What is even more unfortunate is the attitude of people towards this problem. While many people are aware of the situation, they seem to not care.

Sudesh Samaria, Co-Founder and Chief Creative Officer, Dentsu Webchutney said, “Every month in our homes, air freshener tablets disappear and we replace them with new ones. Endangered Air Freshener makes this process more relatable and turns into an inevitable truth that can be stopped only if we act now.”

“We are a very environment conscious brand and we wanted to show people that these species are disappearing for real. It is time that we act. We are doing our bit by creating this range of Endangered Air Fresheners.” added Kiran Ranga, Managing Director, Ripple Fragrances.

The products are available on all leading retail chains and are being promoted on digital medium too using the right influencers.

“People don’t act; not because they don’t know but because they are not reminded of this ugly truth more often. We changed just this and showed people what an extinction of a species look like. It is painful and slow and inevitable. It is a great marriage of a cause and product to create a relevant touch point,” said Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney.

Endangered Air Freshener brings the problem happening far away into people’ cars and homes. It changes the way we look at problems and creates an urge to act.

Credits:
Brand: Ripple Fragrances
Campaign: Endangered Air Freshener
Sudesh Samaria: Chief Creative Officer
Gurbaksh Singh: Chief Creative Technologist
Vishal Sagar: Creative Director
Hemant Kumar: Associate Creative Director
Manjeet Singh: Creative Director
Sachin Kumar, Rabindra Nath & Govind Singh: Senior Art Director
Gurmeet Singh: Senior Manager – Art & Production
Sumantra Talukdar: Junior Producer
Rakesh Bairwa: Director Production
Rahul Sharma: Sr. Lead Developer

This campaign aims to shed light on the brutal treatments on animals like rats and chimpanzees have to endure thus calling on the National Institutes of Health (NIH) to check on its licensing of over half of its grants towards animal testing.

We think that this spot is a thought-provoking one that will make viewers pause and think rather than feeling ominously judged. The stuffed teddy bear is a great metaphor for harsh animal testing methods – as if they are not someone but something inanimate. It’s a brilliant way to circumvent the rather repelling gore and violence over the internet yet show the reality of animal testing.

Credits:
Agency: VMLY&R
Category: Awareness campaign
North America Chief Creative Officer: Leslie Sims
Executive Creative Director: Christian Carl
Creative Director: Thomas Shim
Executive Producer: Bobby Jacques
Copywriter: Justin Ebert

Production: Ray Production Prague
Producer: Marika Karvankova
Creative supervisor: Dushan Drakalski

Service Production: Push Pull Production
Director: Angel Apostolski
DOP: Nenad Boroevich
Editor: Michael Dervenski
Line producer: Galabena Botova
Sound Design & Music: Kaloyan Dimitrov

To communicate this commitment, a photo and a short documentary were created by FCB&FiRe Spain to raise awareness about the problem of deforestation caused by the “indiscriminate cultivation” and consumption of palm trees. The team will check back in a few months to see whether or not the photo can be repeated, or whether the setting has been devastated.

A team traveled to the primitive jungle of Indonesia to take a photograph that could soon be unrepeatable if deforestation in the area continues to wreak havoc. The photograph was taken on the island of Borneo, where the image of a helpless orangutan trying to knock down an excavator to save his home went viral in a recent video shot by the NGO, International Animal Rescue. On the same trip, Trapa met with the organization’s director in that country.

The “unrepeatable photograph” will be published in several fashion magazines, including Esquire, Elle, Marie Claire and Cosmopolitan, and will be accompanied by a short documentary that discusses the causes of the problem, as well as teaser-trailers and Instagram Stories.

Trapa’s Communication Director, Ángel Amador, said about the campaign: “it is much more than a page of advertising in the press: it is a photograph that documents and certifies that this place is alive today and that tomorrow – if we don’t look carefully at the labels on the things we buy – it may not be”.

On the decision to eliminate palm oil, Jesús Revuelta, Chief Creative Officer of FCB&FiRe, explained: “Behaviour sends a much stronger message than any conventional advertising can. In this case, in addition to the transcendence of the topic, the content emits a critical judgment which strengthens our ability to be relevant to a certain audience. It is very gratifying for us to advise the new Trapa in two closely intermingled areas: business decisions that speak for themselves, and creativity applied to content”.

Tantyo Bangun, Chairperson of International Animal Rescue Indonesia, added: “The sustainable palm oil movement is not working fast nor big enough to have an impact. An Orangutan population needs the space of 10 to 20 plantations collaborating at once to keep natural forest corridors. So, while they may declare one plantation sustainable, on the landscape scale, it’s not sustainable for the animals if the other plantations don’t cooperate. If the sustainable palm oil movement were working, we wouldn’t have the problems we are facing today. We don’t see any light at the end of the tunnel, so a strong message has to be sent.”

Trapa has taken an important step forward not only in its decision but also in the way it is communicated. They are the first Spanish confectionary brand and amongst the first of the major brands to eliminate palm oil, and are the first company in its market to communicate to consumers the terrible consequences of its use – a fact which is especially significant since chocolate snacks are one of the products with the highest concentrations of palm oil in the food industry.

Credits-
Brand: Trapa Chocolates
Campaign: Unrepeatable Photograph
Agency: FCB&FiRe (Spain)
Production: Blua

Trapa Communications:
Angel Amador

FCB&FiRe Creative Team:
Jesus Revuelta
Dani Requena
Alba Vence
Sergio Villarrubia
Yerai Gomez

FCB&FiRe Planning:
Manuel López

FCB&FiRe Account Team:
Maite Flores
Raquel Jara

FCB&FiRe Social Media:
Ana García Sierra

Photographer: Anne Roig
Model: A. Ivanyuk
International Animal Rescue Indonesia: T. Bangun

Blua Production Team:
Eugenia Esquerdo
Juan Blanco
Miriam Castelao
Fran Bafaluy

As documented by the ad agency, Y&R, the environment ministry of Jordan delivered a powerful message on plastic pollution in the dead sea. As per Emad Khayyat’s art direction, a floating installation created out of waste bottles read “One Dead Sea is Enough”. The installation served its purpose for a few days. Thereafter, the waste bottles were collected, processed, and passed on to the appropriate recycling channels.

We feel that the message is definitely one that can’t be ignored. Now that the world has been made aware of the state of the oceans, every individual must condemn dumping of plastic waste in them.

Credits:
Campaign: The Unsinkable Truth
Advertising Agency:Y&R, Amman, Jordan
Creative Director:Emad Khayyat.
Art Director: Emad Khayyat, Zayd Abidi
Copywriter: Shatha Al Trad
Production: Mahmoud Khalaf
Producer: Jumana Sadeh

This Ad Campaign is about:
Plastic Pollution, The Unsinkable Truth, Y&R, Animals, Environment, Digital Campaign