How would you react when an animal you adore (in this case, it’s a rabbit) starts talking to you? You will love it, of course. But what happens when the animal tells you how he and his mates (other creatures from the animal clan) are treated in slaughterhouses? Or shows you around the lab that is smeared with blood marks? What happens when you hear the animal weep or gasp in horror before being cut or lynched in the name of animal testing? What happens when it asks you why you eat them or lock them up or turn them into objects of clothing?

We feel that this PETA campaign makes you look into the eye of the animal as it talks to you eye to eye about the various unbearable kinds of trauma and hostility it must endure. Truly an eye-opener!

Break Down Rabbit

Credits
Brand: PETA
Advertising Agency: Kolle Rebbe, Demodern
Campaign: PETA Eye to Eye
Production Company: Markenfilm
Post Production Company: Kolle Rebbe
Music / Sound Company: German Wahnsinn
Special Projects / Creation: Hendrik Thiele
Chief Creative Officer: Fabian Frese
Executive Creative Director: Andreas Brunsch
Creative Directors: Nicole Holzenkamp, Christian Rentschler, Lorenz Ritter
Account Manager: Lea Zaydowicz
Art Director: Martin Bergmann
Copywriter: Max Wort
Agency Producers: Rachel Hoffmann, Ole Brand
IT: Ugur Ilgin
Editors / Grading: Falko Tilgner, Alexander Hildenberg
VFX / Grading: Maik Sperling
General Manager / Creative Director: Alexander El-Meligi
Project Manager/ Digital Producer: Deborah Montag
3D Artists: Daniel Harrison, Mirko Wiedmer, Bastian Hantsch
Designer / Art Director: Robin Janitz
UX Designer (mobile): Michael Schmück
Lead Creative Engineer: Christopher Baumbach
Creative Engineers: Franziska Neu, Sebastian Schuchmann
Creative Engineer (mobile): Sam Bäumer
Web Developer (mobile): Michael Sturm
Producer: Juliane Geusendam
Director: Frank Schlotterbeck
Editor: Yannis Panther

Tags:
Virtual Reality, PETA, Eye to Eye, Kolle Rebbe, Demodern, Public Interest, NGO, 3D, Virtual Reality Experience, PETA Campaign, PETA Ads, Technology, Innovation, Motion capturing, Environment design, 3D-design, Animation, Digital, Social Experiment

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