This PETA Campaign Makes a Shocking Statement Against Leather Clothing
Riley von Niessen — May 15, 2016 — Marketing
References: youtube & designtaxi
This PETA campaign uses disturbing images to make a statement against wearing animal skin for fashion. PETA has been behind a number of shocking publicity stunts in the past to raise awareness for its cause and this reigns true for its pop-up store they set up in Bangkok.
The company collaborated with Ogilvy & Mather advertising to set up a store in a popular shopping mall featuring what looked like luxury leather products to shoppers. However, upon a closer look, many were horrified as the interior of each item revealed the grisly innards of animals. A video of reactions was compiled by the company called 'Behind the Leather' and was used to expose animal cruelty in the fashion industry.
The video explains that "people are often blind to the cruelty involved," continuing to show shoppers unzip purses and leather jackets in horror. Although this PETA campaign, like many of its others, is highly unconventional, its ability to shock people can aid in finding new support.
The company collaborated with Ogilvy & Mather advertising to set up a store in a popular shopping mall featuring what looked like luxury leather products to shoppers. However, upon a closer look, many were horrified as the interior of each item revealed the grisly innards of animals. A video of reactions was compiled by the company called 'Behind the Leather' and was used to expose animal cruelty in the fashion industry.
The video explains that "people are often blind to the cruelty involved," continuing to show shoppers unzip purses and leather jackets in horror. Although this PETA campaign, like many of its others, is highly unconventional, its ability to shock people can aid in finding new support.
Trend Themes
1. Disturbing Awareness Campaigns - Opportunities for disruptive innovation exist in creating unconventional campaigns that shock and raise awareness about social and environmental issues.
2. Unveiling Hidden Realities - There is potential for disruptive innovation in industries to create transparency by revealing the hidden truths behind products and services.
3. Ethical Fashion Movement - The trend towards ethical fashion creates opportunities for disruptive innovation in developing sustainable and cruelty-free alternatives to traditional materials and products.
Industry Implications
1. Advertising and Marketing - Disruptive innovation opportunities lie in developing unconventional advertising campaigns that create shock value and raise awareness for important causes.
2. Fashion and Retail - The fashion industry can embrace disruptive innovation by developing transparent supply chains and ethical practices to address consumer demand for sustainability and cruelty-free products.
3. Animal Welfare and Activism - Disruptive innovation opportunities exist in finding new and impactful ways to expose and combat animal cruelty in industries like fashion.
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