| Title | FIRE |
| Agency |
Archer Troy
|
| Campaign |
LEATHER IS LETHAL
|
| Advertiser |
People for the Ethical Treatment of Animals PETA
|
| Brand |
PETA
|
| Date of First Broadcast/Publication |
2023 / 8
|
| Business Sector | Environmental & Ecological Issues
|
| Tagline | LEATHER IS LETHAL. Roughly 80% of deforestation in the Amazon rainforest has been caused by cattle ranchers’ destruction of land to raise animals for their skin and flesh. Ditch leather. Wear vegan. PETA |
| Story | In a world where fashion and environmental awareness collide violently, "Leather is Lethal" emerges, a bold and harrowing project that seeks to raise awareness about the dark secrets of the leather industry. Through shocking images, we immerse ourselves in an apocalyptic scenario where beauty is intertwined with destruction. In each photograph, women wearing leather garments are transformed into unstoppable natural disasters. A hurricane rages with its destructive force, depicting the chemical contamination and animal suffering hidden behind every leather garment. A forest fire advances voraciously, symbolizing the deforestation and loss of habitats that this industry causes. These images are not only a work of art, but also an urgent call to reflect on our choices and their impact on nature. |
| Media Type |
Print
|
| Market | United States |
| Associate Creative Director |
Jose Aguilar
|
| Group Creative Director |
Pablo Naval
|
| Founder |
Mike Arciniega
|
| Creative Director |
Haim Torres
|
| Executive Creative Director |
Carlos Fernandez Oxte
|
| Associate Creative Director |
Daniel Cruz
|
