The ugly side of fashion exposed via a hard- hitting campaign out of McCann Singapore
McCann Erickson Singapore has created a hard hitting campaign for PETA (People for the Ethical Treatment of Animals) that has international celebrities, Pamela Anderson and Joaquin Phoenix, lending their voices to support this campaign.
The idea blends technology and shopper psychology in a smart way to show fashion-conscious shoppers the ugly side of the fashion industry.
The Outdoor campaign on 12-sheet poster sites nationwide features shots of fictitious high fashion products that are being sold at seemingly amazing prices. The headlines pique the interest of the trendy Singaporeans, since the only thing they love as much as the latest fashion is a great bargain. But when the curious shoppers scanned the bar codes alongside each item with the free Stickybits application available on their smart phones, they don’t find a price. Instead, they found a video showing how animals were tortured in the making of the product. The video ends by directing the shopper to the PETA website, where they can find out more about Cruelty-Free shopping.
4 Comments
Awesome. Who doesn’t love seeing videos of animals being tortured.
Way to go McCann!
Very powerful campaign.
Wonder if the bargain hungry singaporeans who (allegedly) scanned those barcodes enjoyed being made fools of….in one sneaky act you have alienated the entire target audience and turned them from apathetic to hostile. But hey, enjoy the walk up to the podium cos thats the only reason this whole song and dance is for, isn’t it?.
So, can McCann prove that the writers, art directors, account servicing team and anyone who touched this campaign don’t wear leather shoes, woolen jumpers, eat eggs (or chicken rice), drink milk, eat cheese or have feather pillows?
Hmm, maybe not…