People for the Ethical Treatment of Animals

ANTI-DOG BREEDING
Due to an overpopulation of dogs without homes there is a push in the U.S. to adopt or rescue dogs instead of buying them from breeders. The idea of a dog as a “trophy” refers to the fact that a breeders’ view of a dog is more for status versus PETA, who sees a dog for companionship. So, we created a series ads that show a view from above of a dog looking up from the floor at his owner, which looks very similar to a typical mounted animal head trophy on a wall like a deer or a buffalo.

ANTI-ANIMAL TESTING
The use of the teddy bear gets across the message about animal cruelty without making it too hard to watch, simultaneously bypassing social media filters for graphic content.

CREATIVE COLLABORATORS:
Christian Carl, Justin Ebert, Bobby Jacques