PETA "EYE TO EYE"

Short List
ClientPETA DEUTSCHLAND E.V.
Category A03. Video / Moving Image
TitlePETA "EYE TO EYE"
Product/ServicePETA
Entrant KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
Idea Creation KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
Idea Creation 2 DEMODERN Hamburg, GERMANY
Production DEMODERN Hamburg, GERMANY
Production 2 MARKENFILM Hamburg, GERMANY
Production 3 GERMAN WAHNSINN Hamburg, GERMANY
Credits
Name Company Position
Fabian Frese Kolle Rebbe GmbH Chief Creative Officer
Andreas Brunsch Kolle Rebbe GmbH Executive Creative Director
Nicole Holzenkamp Kolle Rebbe GmbH Creative Director
Christian Rentschler Kolle Rebbe GmbH Creative Director
Lorenz Ritter Kolle Rebbe GmbH Creative Director
Lea Zaydowicz Kolle Rebbe GmbH Account Manager
Martin Bergmann Kolle Rebbe GmbH Art Director
Max Wort Kolle Rebbe GmbH Copywriter
Rachel Hoffmann Kolle Rebbe GmbH Agency Producer
Ole Brand Kolle Rebbe GmbH Agency Producer
Falko Tilgner Kolle Rebbe GmbH Editor, Grading
Alexander Hildenberg Kolle Rebbe GmbH Cutter, Grading
Alexander El-Meligi Demodern GmbH Managing Director, Creative Director
Deborah Montag Demodern GmbH Project Manager, Digital Producer
Daniel Harrison Demodern GmbH 3D Artist
Mirko Wiedmer Demodern GmbH 3D Artist
Bastian Hantsch Demodern GmbH 3D Artist
Robin Janitz Demodern GmbH Designer, Art Director
Michael Schmück Demodern GmbH UX Designer (mobile only)
Christopher Baumbach Demodern GmbH Lead Creative Engineer
Franziska Neu Demodern GmbH Creative Engineer
Sebastian Schuchmann Demodern GmbH Creative Engineer
Sam Bäumer Demodern GmbH Creative Engineer (mobile only)
Michael Sturm Demodern GmbH Web Developer (mobile only)
Juliane Geusendam Markenfilm GmbH & Co. KG Producer
Frank Schlotterbeck Markenfilm GmbH & Co. KG Director
Philipp Feit German Wahnsinn GmbH Audio Engineer

Describe the creative idea

What if mankind could exchange thoughts with an animal? What if it could ask us inconvenient questions and make us realise how deeply related animals and humans actually are? What would we say if the animal wants to know why we kill and eat it? Empathy grows through personal dialogue. If you understand your opponent, you open up to them and are more willing to take their point of view and change your own. The idea was to engage humans in an eye-level conversation with an animal, to make people rethink their consumer behaviour towards areas ranging from food to fashion and beauty. Because all of these are largely based on the suffering of living creatures. And because rabbits are exploited for food, clothing, experimentation, hunting and entertainment, a bunny is the perfect ambassador for animal rights.

Describe the execution

We set up the world’s first application to combine VR with live acting. At numerous events and festivals throughout Germany and the US, a rabbit welcomed people to a virtual world with an eye-to-eye dialogue. Nothing was scripted. Everything was open. Because there was no bot technology behind the virtual animal. It was triggered by a psychologically trained PETA activist. He controlled the rabbit through facial recognition and body-tracking technology. His movements and facial expressions became the rabbit's movements and facial expressions. His voice became the rabbit’s voice. Live, in real time. The PETA activist was equipped with various virtual environments (slaughterhouse, forest, laboratory, etc.) and a massive amount of facts that he could refer to during the natural flowing conversation. Custom binaural sounds contributed to a deep level of immersion and understanding. At the end of the dialogue, the user received a virtual letter from the rabbit. When they took off the VR headset, they found a physical letter placed in front of them, a compassionate plea for the value of life. In that moment the virtual and real world became one.