Essentially, what peta2, PETA’s youth marketing wing, told us was for us to do something so that more young people would support them in the fight against the seal hunt. We want to obtain the interest of young people. And recruit them as animal protection activists.

The heart of the campaign idea was to visualize the face of a fictitious band. What we thought about was:The topic is bloody, brutal and inhuman. So we presented the seal hunters as inhuman, heartless and without conscience and bloodthirsty– figures like those we know from record covers of the biggest Heavy Metal bands.The original picture is oil on canvas.We finally arrived at the depiction of the seal hunters in a heroic, solemn manner in order to increase the tension between good (seal) and bad (hunter).

We sold 11,229 tour shirts. There were over 60 reports in the German and Canadian media. We made 10,713 brand new MySpace friends. In total, we made 21.3 million media contacts worldwide.

Plus a click increase on peta2.de of 37%.