PETA "EYE TO EYE"

TitlePETA "EYE TO EYE"
BrandPETA DEUTSCHLAND E.V.
Product/ServicePETA
Category D05. Interactive Experiences
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

Write a short summary of what happens in the ambient or digital execution or campaign.

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. Together they visit different virtual locations, from a peaceful forest to an animal testing laboratory and slaughterhouse. 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. Live, in real time. At the end of the conversation, 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.

Cultural/Context information for the jury

PETA’s logo is a bunny – and for good reason. Rabbits are exploited for food, clothing, experimentation, hunting and entertainment. That’s why the rabbit stands for the billions of animal victims every year. For this reason, a rabbit is the perfect ambassador for animal rights.