PETA
Listen Up
PETA’s greatest struggle is simply getting people to pay attention. Why don’t more people care about animal welfare? Why don’t they listen? We realized the answer was quite literal: we interpret their roars, cries, and squeals as simply sounds. We don’t accept their screams as their true voices. They’ve been desperately trying to communicate all along. It’s time we listen up.
LAUNCH VIDEO
Clear, direct imagery swiftly communicates this campaign’s theme, while the copy challenges the reader, “speaking” directly from the animals’ POV.
OUT OF HOME
Using commonplace, unremarkable items, we demonstrate that speciesism is more pervasive than one might imagine.
SOCIAL - INSTAGRAM
Leaning into the theme of voice vs. voicelessness, these social spots utilize copy that addresses the user directly.
SOCIAL - TIKTOK
In perhaps this campaign’s most challenging execution, a misdirect is used to push and engage the user.
BROADCAST
Each broadcast spot leans into the problem of voicelessness, allowing us to finally hear these mistreated animals.
MICROSITE
Now that the viewer is engaged, this site focuses on resources to help the user make a real difference.