Campaign: Behind the Leather

WPP company:
Ogilvy & Mather Bangkok
People for the Ethical Treatment of Animals (PETA)


  • 15 - life on land

Ogilvy & Mather Bangkok teamed up with PETA to launch Behind the Leather – a campaign to make people think of the animal suffering involved in making popular fashion items. A pop-up store called The Leather Work was opened in a busy Bangkok shopping mall and filled with purses, shoes, jackets and accessories made of exotic hides. Customers browsing the store were quickly confronted with the gruesome truth behind each item.

Results and Awards:

  • 136m impressions.
  • 42m views in 12 days.
  • 800,000 social media interactions.
  • $22m in free media.
  • 87% of shoppers changed their mind to buying leather goods.
  • Cannes Lions 2016: 3 Golds, 1 Silver, 1 Bronze.