The Problem
After the killing of Cecil the Lion by trophy hunter Walter Palmer, global outrage boiled over.
But outrage alone wasn’t working. Recreational hunters weren’t apologizing — they were doubling down.
And the real threat? These values get passed on. Hunting is inherited.
But outrage alone wasn’t working. Recreational hunters weren’t apologizing — they were doubling down.
And the real threat? These values get passed on. Hunting is inherited.
PETA wanted to break the cycle — and show the world that protest doesn’t always need blood or fire.
Sometimes, it just needs a condom.
Sometimes, it just needs a condom.
The Insight
Hunters don’t respond to moral superiority.
But they do respond to marketing — especially when it looks like it’s designed just for them.
What if we gave hunters exactly what they didn’t need, in the language they couldn’t resist?
But they do respond to marketing — especially when it looks like it’s designed just for them.
What if we gave hunters exactly what they didn’t need, in the language they couldn’t resist?
The Story We Told
We created Huntsman — a hyper-masculine brand of condoms designed to appeal to hunters.
Camo packaging. Rugged copy. Testosterone-drenched tone.
But behind the branding was a Trojan Horse:
The condoms weren’t just promoting protection — they were suggesting extinction.
Of hunters.
The campaign’s hidden agenda?
Stop hunters from reproducing, so we don’t get a next generation of recreational killers.
We used all the channels they trust:
Product seeding to pro-hunting influencers
Direct mail to infamous names (Walter Palmer and Trump’s sons)
Banner ads and social media placements in hunting communities
And finally, the big one: a covert infiltration of the world’s largest hunting expo, the Great American Outdoor Show — where we handed out hundreds of packs face to face, without ever revealing the twist.
On April 14, 2016, the prank was revealed to the world.
The Outcome
378,000 views. Global press. Outrage. Laughter.
But more importantly:
A moment where the conversation shifted — not just toward ethics, but absurdity.
We mocked the machismo. We subverted the narrative.
And we reminded people that hunting isn’t just violent.
It’s inherited.
A campaign that proved the most dangerous thing a hunter can carry…
is a second generation.
Case Video.
On-line film to promote the product.
Reveal video.
Cannes Lions 2016:
Shortlist / Promo & Activation - Low Budget Campaign
Spikes 2016:
Bronze / Media | Use Of Stunts
Shortlist / Promo & Activation | Charities, Public Health & Safety
Shortlist / Promo & Activation | Guerrilla Marketing & Stunts
GONG 2016:
Bronze / Outdoor
AdFest 2017:
Finalist / Promo & Activation | Guerrilla Marketing.
Client: PETA – Ingrid Newkirk, Ashley Fruno.
Agency: MullenLowe Singapore
Executive Creative Director: Erick Rosa
Art Directors: Fabio Santos, Martin Coppola
Copy: Guy Lewis
Production: Jonathan Gerard
Account team: Gonzalo Olivera, Fan Yang, Cara Fong
Editor: Adam Snyder
Illustrator: Natasha Hellegouarch
Animation: Emoxis
Sound design: Neon
Web design: Leandro Reis
Agency: MullenLowe Singapore
Executive Creative Director: Erick Rosa
Art Directors: Fabio Santos, Martin Coppola
Copy: Guy Lewis
Production: Jonathan Gerard
Account team: Gonzalo Olivera, Fan Yang, Cara Fong
Editor: Adam Snyder
Illustrator: Natasha Hellegouarch
Animation: Emoxis
Sound design: Neon
Web design: Leandro Reis