faith c. robinson
animals against clothing
ad campaign
introduction
PETA is a non-profit organization that fights for the rights of animals and their autonomy. Animals Against Clothing is an ad campaign I designed as a response to their call against using animals for fashion.
the goal
With PETA’s long history of using gore and graphic imagery to gain an intense response from viewers, I had concerns about their messaging not maximizing its full potential due to the difficulties people have viewing their advertisements. My goal with this campaign was to take a different visual approach, one that is easier to digest, in hopes of gaining support from a new target audience.
the concept
I wanted to continue PETA’s pattern of using pathos to persuade viewers to support the cause. We naturally feel more sympathy when being presented with something innocent. I took inspiration from the children’s book, ‘Are You My Mother?’ and created a new narrative of a calf in search of its mother and asking the question, “Have you seen my mom?”
the visuals
The illustration style and type treatment is meant to support the look and feel of a children’s story that I’ve set. The color blue is supposed to represent loyalty, sensitivity, and intelligence-all of these qualities can be found in cows.
