Client: PETA

Problem From the Brief: People have been conditioned to believe that other animal species are inferior to our own and that it is somehow acceptable to exploit them.

Insight: People are desensitized to animal cruelty because they aren’t exposed to the effects that speciesism has on different animals.
Solution: Inform consumers about how different animals are specifically impacted by speciesism when they come into contact with brands that they are familiar with.