BEHIND FASHION

Challenge:
Come up with an idea that made a big impact without any spend and works tactically during the Fashion Weeks season in order to drive awareness for the “how to dress vegan” platform from Peta. 

Idea:
Be where the fashionistas are looking for the latest trends and fashion inspirations - Pinterest. Using the expandable pin feature of Pinterest’s feed, we exposed what the fashion industry hides from the world. When expanded reveals the bloody truth behind fashion and encourages us to wear cruelty free vegan alternatives instead.

Results:
More than 400k people impacted direct at the fashion community during every event of fashion (Berlin, New York, London and Paris). Pins growing by hundreds and more people learning about the vegan fashion trends.

My role: Concept, Art Direction, Video Production
Agency: BBDO Germany
Client: PETA

Award: 
2017 NY Festivals - Finalist - Best Use of Media: Digital

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Additional Credits
Agency: BBDO Germany
Client: PETA

Chief Creative Officers: Wolfgang Schneider, Darren Richardson
Executive Creative Director: Darren Richardson
Creative Managing Director: Kristoffer Heilemann
Creative Director: Fabiano Oliveira
Art Directors: Thiago Di Gregorio, Ailton Henriques
Copywriters: Sebastian Steller, Siddharta Guha
Illustrator: Jil-Marie Lang
Production Company / Type: Le Cube
Retoucher: Stefanni Pimenta
Art Buying: Eva à Wengen
Account Director: Carsten Will