PETA

PETA is notorious for their extreme stunts – but their core belief is that animals have thoughts and feelings, just like us.

To prove it, PETA will give a “voice” to animals by launching a campaign where they will temporarily rebrand as a fake non-profit run by the animals themselves, with an agenda of their own.

Introducing the ‘AETP’ - Animals For the Ethical Treatment of People. Animals consider it in the public interest of all earthly creatures for humans to treat each other better - and they will call upon each other to join the fight against human suffering.

Brand Act: Human Rescue Shelter

PETA would launch a ‘reverse’ shelter for people in need, where resources, assistance and refuge would be readily available for people with nowhere else to go.

Pop-Up Treat Machines

The AETP will create pop-up mini cupcake vending machines - because doing your part to be a good human should earn you a treat. Half of the proceeds will be donated to humanitarian organizations such as RAINN, BLM, and GLADD.

Merchandise

Collaborators:

Morgan MacLachlan (Art Director)

Tony Vacante (Co-Copywriter)