‘Behind the Leather’ aims to make the truth of cruelty so big that it overshadows preference for luxurious beauty. We brought animal cruelty to life in a place most familiar to those craving for beauty in exotic leather, a high-end boutique that sells seemingly authentic luxury fashion items. The key was to connect the beauty of luxury to the animal cruelty involved by making them exist in the same place.

We set up a boutique store in the heart of Bangkok’s fashion district displaying an exquisite collection of fashion products seemingly made from exotic animal skin. On the outside they appeared identical to brand name fashion items, from bags to boots and jackets to other accessories. However, the interior was fitted with mechanics that mimic the internal organs of animals such as beating heart and flowing blood. Hidden cameras captured the shocking reactions of visitors who afterwards were facilitated by PETA’s staff, brochure and video to learn about animal cruelty behind the production process.

The shop was taken online to amplify the campaign’s reach. Browsing into what appeared to be ordinary product posts, shoppers learnt about the horrific process behind each item.

“Behind the Leather” created massive impact. 87% shoppers reported to have changed their minds about buying exotic skin products. Within just 12 days, the campaign generated over 42 million views globally. Participations across social network amounted to 800,000 interactions. Worldwide media coverage helped spread the word, and generated USD 22 million worth of earned media. All this with zero media cost.