PETA Campaign
The Ask!
We were asked to create a campaign that brings awareness to the topic of speciesism.
It started with a typo.
My creative process began with research, expanding my knowledge of speciesism. I find it crucial to understand the brand's history to ensure our work stands out. PETA, known for its impactful stunts like "Mc Cruelty campaign" and "Fur is Dead" Coffin Stunt, inspired us to explore an experiential event. We then delved into cultural trends, discovering the rising popularity of the 'glory/horror' scene, with murder mysteries and horror podcasts/shows gaining traction. This led me to concept generation. A typo – typing 'Hunted House' instead of 'Haunted House' – sparked a flood of ideas. This concept aligns with PETA's brand of being bazaar and bold with their messaging and creative executions. Imagine: a terrifying experience where humans experience what it's like to be hunted, how would you feel?