Interactive ad: PETA (People for the Ethical Treatment of Animals): Behind Fashion

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This year, 50 million animals will die in the name of fashion. Leading animal rights charity, PETA, wanted to remind fashionistas about this in a way they couldn’t miss or ignore. The 'Behind Fashion' campaign, developed by BBDO Düsseldorf, spoke to them when and where they’re most active during the worldwide 'Fashion Weeks' season in an innovative and inexpensive way. Starting with Berlin Fashion Week, five 'fashion' images disguised, as Fall/Winter collections were seeded and key worded, to easily show up in Pinterest. When the fashion crowd expanded the pins, they could literally see the whole picture. "Just like the clothes, each image hide the bloody truth behind fashion,” said Darren Richardson, CCO BBDO Dusseldorf, 'the smart use of a native media format cuts straight through to our target audience, in a uniquely powerful way.' A click further on the images takes the user to the alternative PETA vegan fashion platform that allows you to be fashionable and ethical too.