Red Hands is an integrated unconventional out-of-home campaign created in response to PETA's brief to cast off the clothing industry’s desire for consumer complicity.

Digging deeper into the problem, we realized that, while humans have wiped out 70% of animals in the last 50 years (according to the Animal Justice Project), most shoppers don’t realize they’re complicit.

So we came up with a concept called Red Hands — a PETA campaign targeting high end department stores and the people who buy their abusive products.

PETA activists take over high end department stores like Saks Fifth Ave, secretly tucking Red Hand tags into all clothing made with animal products. Once discovered, the tags guilt trip unsuspecting buyers with consumer complicity.