Title	PETA "BEHIND FASHION"
Brand	PETA DEUTSCHLAND
Product/Service	PETA PINS
Category	E03. Innovative Use of Social or Community
Entrant	BBDO GROUP GERMANY Düsseldorf, GERMANY
Idea Creation	BBDO GROUP GERMANY Düsseldorf, GERMANY
Media Placement	BBDO GROUP GERMANY Düsseldorf, GERMANY

Name	Company	Position
Wolfgang Schneider	BBDO Group Germany GmbH	Chief Creative Officer
Darren Richardson	BBDO Düsseldorf GmbH	Chief Creative Officer / Executive Creative Director
Kristoffer Heilemann	BBDO Düsseldorf GmbH	Creative Managing Director
Fabiano Oliveira	Proximity Worldwide GmbH	Creative Director
Thiago di Gregorio	Proximity Worldwide GmbH	Art Director
Ailton Henriques	BBDO Düsseldorf GmbH	Art Director
Sebastian Steller	Proximity Worldwide GmbH	Copywriter
Siddartha Guha	BBDO Düsseldorf GmbH	Copywriter
Jil-Marie Lang	Proximity Worldwide GmbH	Graphic Designer / Illustrator
Carsten Will	Proximity Worldwide GmbH	Account Director
Eva à Wengen	BBDO Düsseldorf GmbH	Art Buyer
-	Getty Images, Visual Hunt	Photo Archive
Stefani Pimenta	-	Post Production / Retouch
-	Le CUBE	Post Production / few lettering
-	Studio Funk GmbH & Co. KG, Düsseldorf	Audio Production House
Timo Kockmeyer	Studio Funk GmbH & Co. KG, Düsseldorf	Sound Engineer

The Campaign

We took a native and innovative social media format to show the truth that the fashion industry wants to hide. Using this, we found a clever and inexpensive way of telling our story in a place where our target audience hangs out most – Pinterest. Millions use it to pin and repin latest trends and fashion inspiration – especially around the ‘fashion weeks’ season. Using the expandable pin feature of Pinterest’s feed, we developed fashion pins that took advantage of the hidden part of the image. When first seen on your feed, the images look like typical fashion shots. But once clicked and expanded the image reveals the bloody truth behind fashion, encouraging you to try cruelty-free alternatives on PETA’s vegan fashion platform instead.

Creative Execution

During the Fall/Winter 2016 fashion weeks season in NY, London, Berlin, Milan and Paris we seeded fashionable shots of fall/winter clothes and accessories on Pinterest feeds. Also, we used fashion keywords that would show our images in the search results. Once clicked, the pins expanded and revealed the true cruelty behind the fashion. It also showed the alternative – PETA’s ethical fashion platform.

During the New York fashion week in February 2016 alone, almost half a million users on PETA’s social media channels looked at the campaign. Plus there were hundreds of influencers sharing the campaign. London, Paris, Madrid and Milan Fashion Weeks 2016 would add an estimated 2 million more viewers. They would get to experience our campaign first hand and browse the vegan fashion platform, already at an 800% surge since the launch. For a 6-week-old campaign, the figures are staggering.

We wanted the fashion industry and its followers to take an ethical look at fashion. To do that we had to talk to them where they listen: on Pinterest. Style and fashion is the second most popular category on Pinterest, and the network continues to grow as a repository for inspiring fashion content. There are over 100 million active users and more than 85% are women. Pins related to fashion peak during the fashion weeks season held around the world, so this was our ideal opportunity to hook fashion lovers. It would make them sit up and take notice and also check out PETA’s fashion platform.