The Problem
In a world flooded with footage of animal abuse, something strange had happened: people stopped watching.
The images were still brutal. The facts were still horrifying.
But the impact? Muted.
The images were still brutal. The facts were still horrifying.
But the impact? Muted.
Overexposure had turned cruelty into white noise, and apathy had become the real enemy.
So how do you make people care again, when the truth no longer cuts through?
The Insight
Empathy fades when people feel accused.
But flip the roles — and suddenly, we listen differently.
To reach those who tuned out, we didn’t turn up the volume on violence.
We reversed the perspective.
But flip the roles — and suddenly, we listen differently.
To reach those who tuned out, we didn’t turn up the volume on violence.
We reversed the perspective.
The Story We Told
We created AETP – Animals for the Ethical Treatment of People.
Not a spoof. Not a parody. But a mirror.
Not a spoof. Not a parody. But a mirror.
What if animals had their own advocacy group?
What if they ran PSAs pleading for our rights — describing in chilling detail what we do to them, only this time, it’s us on the table?
What if they ran PSAs pleading for our rights — describing in chilling detail what we do to them, only this time, it’s us on the table?
We cast real animals as calm, persuasive “activists.”
They spoke softly, clearly, and without judgment — outlining atrocities like force-feeding and testing on humans, as if it were the norm.
They spoke softly, clearly, and without judgment — outlining atrocities like force-feeding and testing on humans, as if it were the norm.
We built a full digital ecosystem:
• Films that mimicked classic NGO formats
• A website modeled on PETA’s, but flipped
• Headlines like: “Why Should Humans Have Rights?” and “Stop the Torture of Men in Annual Festivals”
• Films that mimicked classic NGO formats
• A website modeled on PETA’s, but flipped
• Headlines like: “Why Should Humans Have Rights?” and “Stop the Torture of Men in Annual Festivals”
Same message. Entirely new voice.
The Outcome
Launched globally through PETA’s social platforms, the campaign caught fire.
With zero media budget, it reached 1 million views and 5,000 shares in its first week — organically.
With zero media budget, it reached 1 million views and 5,000 shares in its first week — organically.
Most importantly, it reached the unreachable:
People who had stopped watching, started talking again.
People who had stopped watching, started talking again.
A campaign that didn’t ask for pity.
It demanded empathy — by flipping the story, not the truth.
It demanded empathy — by flipping the story, not the truth.
Video Case
Films
Posters
Executive Creative Director: Erick Rosa
Creative Directors: Ang Sheng Jin / Daniel Kee
Art Directors: Martin Coppola / Fabio Santos / Alex Tan / Andrew Ho
Copywriter: Daniel Kee / Jon Ng
Agency Producer: Felicia Tan
Global Account Director: Gonzalo Olivera
Account Manager: Nadrah Rozman
Web Developer: Ramiro Iriñiz
Production House: Oriental Films
Director: Charly Gutierrez
Executive Producer: Diego Robino
Producer: Manolo Farachio
Producer: Ceci Benech
DOP: Federico Polleri
Post Producer: Adriana Amejeiras / Valentina Gedanke
Post Production Company: Oriental Films
Music and Sound: Neon Sound Studio
Executive Producer (Music & Sound): Terence Chan