OBJECTIVE: Develop a campaign for PETA’s “Animals Used for Clothing” initiative to raise mainstream awareness about animal cruelty in fashion and promote ethical, sustainable alternatives.

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APPROACH: The approach targeted luxury-focused millennials with aspirational messaging and visuals, highlighting cruelty-free materials and a partnership with Louis Vuitton through magazine, outdoor, and social media ads.

 

OUTCOME: Reframed ethical fashion as desirable and accessible, positioning PETA positively and encouraging conscious consumer choices in the luxury market.