The Ultimate Collaboration
PETA
Shortlisted - 2023 The One Show Young Ones Awards
THE ASK
> PETA was looking for a provocative campaign that went beyond its successful anti-fur message to reach a wider audience that using animals for clothing is cruel, unethical, and unsustainable.
> PETA was looking for a provocative campaign that went beyond its successful anti-fur message to reach a wider audience that using animals for clothing is cruel, unethical, and unsustainable.
MY HYPERFIXATION
> We need to do something no one would expect from this bold, often polarizing, brand.
What if PETA traded confrontation for collaboration?
> We need to do something no one would expect from this bold, often polarizing, brand.
What if PETA traded confrontation for collaboration?
THE MESSAGE
> The future of fashion is vegan. PETA forms “The Ultimate Collaboration” with its former arch-enemy, Gucci, the undisputed top label for luxury leather products. PETA x Gucci takes vegan leather and puts it on the global fashion stage.
> The future of fashion is vegan. PETA forms “The Ultimate Collaboration” with its former arch-enemy, Gucci, the undisputed top label for luxury leather products. PETA x Gucci takes vegan leather and puts it on the global fashion stage.
VOICEOVER: Matt Wallace; WRITER: Roderic David, Andrew Page; EDITOR: Stella Ramirez
LAUNCH
> The experiential stunt, "The Protest", is a regular Gucci fashion show gone PETA. At first, it would appear that PETA protesters are storming the runway. But, the Gucci models themselves become the protesters. The models strut down the runway modeling the new vegan Gucci fashion line while carrying animal rights posters.
MAG SPREAD
> PETA will buy out the entire Vogue issue in April, which is Prevention of Cruelty to Animals Month. The glossy spread will be photographed by critically acclaimed photographer David LaChapelle. It’ll show the joining of two worlds: PETA’s army of Gen Z animal rights activists and Gucci’s luxurious high fashion models.
FASHION LINE
> Where other luxury brands have dipped their toes, Gucci will dive headfirst. The Gucci x PETA new leather line will be entirely vegan, using mushroom leather. To hold true to PETA’s character, the line will have variations of “PETA” spray painted over Gucci branding. This allows the rebellious and confrontational nature of the brand to still shine through.
Art Director/Video Editor - Stella Ramirez
Writer - Roderic David
Director - Andrew Page
Writer - Roderic David
Director - Andrew Page