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Peta / Footprints
Project type
Campaign / Exhibition / Design
Date
2015
Credit
Senior Creative
Agency
Y&R Beijing
You have every right to choose leather, but sometimes that choice becomes a death sentence for many endangered species.
In collaboration with PETA, we brought this harsh truth to life through life-sized models of endangered animals' feet, paired with bold, confronting graphics that expose fashion’s deadly game: in the end, one species always pays the price.
The twist in this visual comes when your barefoot self merges with the animal’s, forming a version of you in leather shoes. This unexpected shift plays out at key touchpoints, delivering a surprising and impactful effect.
With: CCO Nils Andersson / GCD Ronnie Wu / ACD Gao Han / S. Creative Bruce Xie & Wenxin Wu
