‘Behind the Leather’ Wins Gold Lions at Cannes!
On the fourth day of the 2016 Cannes Lions International Festival of Creativity, advertising agency Ogilvy & Mather took home a total of five Lions, including two Gold Lions for design, and a Bronze Lion for the “Promo & Activation” category for its “Behind the Leather” campaign for PETA. The ad agency was also awarded a Gold Lion and a Silver Lion for the “Media” category for the video.
CONGRATS @Ogilvy Bangkok and Meour Bangkok win Gold for @PETAAsia with “Behind the Leather” #CannesLions
— Cannes Lions (@Cannes_Lions) June 22, 2016
Earlier this year, Ogilvy & Mather launched a shocking pop-up shop in one of Bangkok’s hippest shopping malls to show consumers the suffering behind every exotic-skin bag, belt, jacket, and pair of gloves or shoes. To do this, it created mechanical look-alikes of beating hearts, intestines, and other animal body parts inside bags, jackets, shoes, and belts. The video below captures the reactions of some of the people who entered the shop.
Please tweet congratulations and thanks to Ogilvy & Mather for raising awareness of the cruel leather industry with its powerful project.