PETA has secured Lydia Guevara for their Argentinean advertising campaign after discovering she was vegetarian. This represents the first time PETA has ever advertised in this country.
Lydia Guevara is the granddaughter of revolutionary leader Che Guevara and mimics his famous pose for the shoot. The best touch by far is that the bullets have now turned into carrots.
Implications - Guevara is hoping to give back to PETA and have the same influence on the human lifestyle as the original campaign had on her. After seeing PETA's devotion to the cause, she embarked on the vegetarian journey, and hopes that her campaign will attract more people to this alternative lifestyle.