How many test animals have to pay for your cosmetics? That’s the question raised by Belgian animal rights group, Bite Back. A freckled young woman squeezes a tube of BodyCare moisturizing hand cream only to release a rat’s tail. Disturbing? It’s meant to be!
The Bite Back campaign was developed at Leo Burnett Brussels, Belgium, by creative directors Jean-Paul Lefebvre and Michel De Lauw, art director Alex Gabriels and copywriter Wim Corremans. Photographer was Frieke Janssens.