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2017 One Show - Cross-Platform

Behind the leather

Agency Ogilvy Group Thailand / Bangkok

Client People for the Ethical Treatment of Animals
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Annual ID

OS_CP17035M

About the Work

‘Behind the Leather’ aims to make the truth of cruelty so big that it overshadows preference for luxurious beauty. We brought animal cruelty to life in a place familiar to those craving for beauty, a high-end boutique that sells seemingly authentic luxury fashion items. The key was to connect the beauty of luxury to the animal cruelty involved by making them exist in the same place. We set up a boutique leather goods store in the heart of Bangkok’s fashion district. On the outside they appeared identical to brand name fashion items, from bags to boots and jackets to other accessories. However, the interior was fitted with mechanics that mimic the internal organs of animals such as beating heart and flowing blood. Hidden cameras captured the shocking reactions of visitors. The shop was taken online to amplify the campaign’s reach.