ART DIRECTOR: Giorgio Fresi
COPYWRITERS: Federica Falsini, Alice Franco
CLIENT
PETA (People for the Ethical Treatment of Animals), the largest animal rights organization
in the world.
BRIEF
Create a campaign that creates awareness of the horrors of the thoroughbred horseracing
industry.
PETA (People for the Ethical Treatment of Animals), the largest animal rights organization
in the world.
BRIEF
Create a campaign that creates awareness of the horrors of the thoroughbred horseracing
industry.
IDEA
We have created a fake scratch card to be distributed in public places, betting offices and out of the racecourses. By scratching the card with a coin, the violence horses are victims of is metaphorically represented. A violence that the betting money indirectly supplies.
On the back side of the scratch card, the headline reveals this truth. In the bodycopy, people are informed about the real situation behind the horse-racing world, with the aim to discourage betting activity.
We have created a fake scratch card to be distributed in public places, betting offices and out of the racecourses. By scratching the card with a coin, the violence horses are victims of is metaphorically represented. A violence that the betting money indirectly supplies.
On the back side of the scratch card, the headline reveals this truth. In the bodycopy, people are informed about the real situation behind the horse-racing world, with the aim to discourage betting activity.
