McCann-Erickson Singapore has used Stickybits to bring an element of interactivity to some intriguing print advertising to support PETA (People for the Ethical Treatment of Animals).
The outdoor campaign around the city showed an array of leather bags and belts on billboards all at apparently bargain prices.
When users scanned the barcode next to one of the fictitious high fashion products via the Stickybits app, they were directed to a video starring celebrities such as Pamela Anderson and Joaquin Phoenix rather than a mobile commerce site. The hard-hitting films show animals being exploited and brutally killed in the quest to produce cheap leather goods, forcing consumers to question the real cost behind their latest purchases.
Farrokh Madon, executive creative director at McCann-Erickson Singapore explains: 'The campaign blends technology and shopper psychology in a smart way to show fashion-conscious shoppers the ugly side of the fashion industry.'
In less than a week since the campaign launched, the barcodes had been scanned over 12,000 times, directing people to find out more about Cruelty-Free shopping. The campaign was also picked up in the media and on blogs, extending the debate.
www.peta.org
www.peta.org
