Peelies By PETA

Art Direction, Concept

Overview

In a world where adults have become more apathetic towards the horrible reality of animal abuse in the leather industry, what can be done to change people’s mind?

Execution

PETA launches an interactive, skin-peeling plush toy that teaches children how and where leather comes from.

Recognition

23’ The One Show: Young Ones - Shortlisted

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PETA displayed 'Peelies' between other toys in various toy aisles across the city. Customers visiting the toy aisle were able to look, touch, and interact with the toy.

While many children found interest in the toy, it wasn't long before their parents stopped them from touching the toy. Parents were in shock at what was displayed on the toy aisle for children and it made them furious. They refused to show the toy to their children and refused to let their children interact with it.

Through this campaign, many adults were shocked at the fact that this toy was made to show children. However, it was enough to make them rethink their choices when buying leather products.

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