ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.

Learn more about ADC105

About

See the Jury

Jury Presidents

View Categories

Get Tickets

2019 ADC Awards - Interactive

PETA – Eye to Eye

Agency Kolle Rebbe GmbH / Hamburg + Demodern GmbH / Hamburg

Client PETA Deutschland e.V.
BACK TO RESULTS

URL

Click to launch

Annual ID

ADC_INT19053M

About the Work

CHALLENGE PETA wanted to change its communication strategy. Because brutal images of tortured animals and an accusing tone of voice repel people instead of making them stop and think. IDEA The idea of Eye to Eye was to change the communication from in-your-face to eye-to-eye. So we engaged people in a personal conversation with an animal. EXECUTION We set up the world’s first application to combine VR with live acting and real-time dialogue. At numerous events, a rabbit welcomed people to a virtual world. The rabbit was triggered by a psychologically trained PETA activist. He controlled the rabbit through facial recognition and body-tracking technology. Live, in real time. RESULT The average dialogue lasted twelve minutes. Users described their experience as touching and stated that they would rethink their consumer behavior. The experiment gained over 3 million online views. Media buzz helped to spread the rabbit’s message even further.