Shocking PeTA Campaign

Behind the Leather, a shocking PeTA campaign confronts consumers with the cruel reality.

When I first watched the video I was as shocked as the consumers in this pop-up shop in Bangkok’s bustling CentralWorld mall. ‘Behind the Leather’ is a PeTA campaign with the aim to call our attention to the cruel truth behind the exotic leather industry. A team of agency Ogilvy & Mather Advertising Bangkok has conceptualized and created this fake leather shop. People who walked into the shop looking for different leather goods made a shocking experience. When someone opened a bag or a jacket, the consumer was confronted with a still-beating heart and bloody intestines. Shoes and gloves were filled with fake blood, even belts had a bloody back. The video shows all the shocked and disgusted reactions.

At first glance, the campaign leaves a very disturbing impression and that was intended. The images have a lasting effect, they make us think, sad or even angry. Below you can watch the video to see how unsuspecting shoppers reacted to all these bloody accessories. For additional information on this campaign, please visit the website of PeTA Asia.

Crocodile leather bag with a heart, muscles and bowels inside in a Bangkok pop-up store.
A crocodile leather bag with a heart, muscles and bowels shocks consumers in a Bangkok pop-up store.
Snake leather bag with a beating heart inside – shocking PeTA campaign.
A snake leather bag with a beating heart inside from a shocking PeTA campaign.