PETA, People for the Ethical Treatment of Animals, ran an interactive poster campaign in Singapore using advertisements fashion leather boots, bags and belts to draw attention to the all-too-common ugly side of the fashion industry. Viewers were invited to download the Stickybits application, scan a barcode with their smartphone, and “discover a new dimension of shopping”. When the barcode was scanned viewers were shown videos by Pamela Anderson and Joaquin Phoenix revealing the true cost of the item they were about to buy, and an invitation to explore cruelty-free shopping alternatives. The campaign ran in twelve-sheet displays in bus shelters across Singapore. In just the first week barcodes were scanned over 12,000 times. The campaign won a Silver Outdoor Lion at Cannes International Festival of Creativity.
Click on the image below to play the Handbags video (Pamela Anderson) in YouTube (HD)
Click on the image below to play the Belts video (Joaquin Phoenix) in YouTube (HD)
The PETA Fashion Price campaign was developed at Mccann Worldgroup Singapore by chief creative officer/ executive creative director/ account manager Farrokh Madon, creative director /art director/ typographer Chow Kok Keong, copywriter Vidhi Shah, producer Charmaine Wong, illustrator Jimmy Leow, working with PETA staff Jason Baker and Ashley Fruno, photographer Koh Kin Yee at Teo Studio.