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

In line with the purpose of the global brand, to create a more inclusive world, and coupled with the behavior of the target (21+ Millennials), which naturally tends to see life without prejudices. With “We are open” Smirnoff conveys and celebrates this message of diversity inclusion.

“This gives rise to “Everyone’s Party,” a party in which everyone feels welcomed, regardless of sexual orientation and belief. The campaign is based on the stories of “Naafi”, “Uchi” and “Yolanda”, focusing on inclusion, diversity and acceptance,” comments Ignacio Liaudat, CEO of Circus, and Dauquen Chabeldin, ECD of the agency.

“We are very excited about the performance of the campaign. Mexico needed an execution with cultural relevance, so we decided to adapt the global territory to local insights,” said Oscar Pachano, Head of Smirnoff Mexico.

The story behind each spot highlights the purpose of the brand to create a more inclusive world

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NAAFI: Music has no boundaries: In this case, Smirnoff celebrates the power of inclusion through music, because the world is full of boundaries and barriers that limit us and prevent us from being who we really are. Rhythms and melodies tear down these walls by mixing and uniting communities. NAAFI is one of the most important Mexican groups. Its founders, Alberto Bustamante and Tomas Davó, created this movement in order to include people through music, since their mixes include all kinds of genres.

“UCHI” LUCÍA ANAYA: Women rock. With this spot, Smirnoff supports women who want to achieve important things in the field of music and production, which is a world dominated by men. Talent should be recognized regardless of anyone’s sex. Lucia Anaya “Uchi” is a producer and founder of DERRÉ-TIDA, a large event production house in Mexico. She is a co-founder of movements such as Traición and RUIDOSSSA, an annual congress that promotes female talent in music, dance and production. Her speech on gender equality permeates every project she works on.

YOLANDA, Smirnoff tells us: It’s okay to be different, get on board (LGBT). Everyone is invited to the party because diversity is all around us and it’s a cause of celebration. Therefore, you must be who you are. It’s normal to be different. Yolanda has changed the drag performance scene in Mexico. She is known for expressing the idea that beauty can be found in ugliness and authenticity. Yolanda is profound and at the same time very amusing, she invites us to reflect on the stereotypes that exist in society in a striking and energetically new way. Her disruptive look is part of her inclusive discourse.

Credits-
Smirnoff Presents ‘We Are Open’
Campaign: Smirnoff Presents ‘We Are Open’
Agency: CIRCUS
CEO Circus DF: Ignacio Liaudat
ECD: Dauquen Chabeldin
Head Account: María Ferreiro
Executive Account: Isabel Zuleta
Agency Producer: Maia Liaudat

Production Company: POSTAL FILMS
Director: Franco Garuti
Executive Producer: Jorge Berrospe
Director of Photography: Guillermo Garza
Art Director: Pol Agusti
Line Producer: Erick Tamayo
Assistant Producer: Paco Llaca
Set Dresser: Nayeli de Alba
Makeup: Ivana Kiss
Gaffer: Rafael Rodriguez
Location Manager: Rodrigo Cid
Editor: Juan Fontana
Postproducer: Martha Caravantes

Credits:
Campaign: #TheDudeWithTheCrates
Advertising Agency: Circus, Argentina
Chief Creative Officer: Sebastian Olivieri
Chief Operating Officer: Luciano Landajo
Creative Directors: Javier De la Fuente, Agustín Castellani
Head of Social Media: Aranzazu Muraca
Account Director: Paula Czaban

“The Peanut Thingy” developed by Circus for Quilmes (AB InBev)
Quilmes launched a limited edition that was born because of a MEME made by fans of the brand. The idea went viral so magnificently, that “The Peanut Thingy” was born. And so, the brand returned to his followers and internet something that has arisen through the same web.

Credits:
Chief Creative Officer: Sebastian Olivieri
Creative Director: Javier De la Fuente
Creative Director: Alejandro Stea
Art Director: Jenifer Blanco
Designer: Emiliano García
Head of Social Media: Aranzazu Muraca
Community Manager: Paula Cabrera
Account Director: Paula Czaban
Agency Producer: Daiana Buchanan
Director: David Sisso, Sisso+Chouela
Guido Chouela: Director Sisso+Chouela
Brand Director Quilmes: Eugenio Raffo
Digital Brand Manager Quilmes: Carolina D´Alessandro
VP Marketing Latin America South Quilmes: Martín Ticinese
Relax and Bond Latin America South Director Quilmes: Pablo Firpo