PETA developed a brand of condoms called Huntsman.

They had a hidden agenda – to encourage hunters to stop reproducing.

They secretly and successfully marketed Huntsman across the world with a digitally lead, integrated campaign that exploited the most relevant media channels to hunters.

A film, web banners, and a website were developed to generate awareness around Huntsman Condoms.

In addition we seeded the product with social influencers within the hunting community and mailed out hundreds of Huntsman condoms to famous hunters and influencers including Walter Palmer and Trump’s sons.

Finally – we snuck into the world’s biggest hunting expo – The Great American Outdoor show - and handed hundreds out to unsuspecting hunters.

The prank was revealed on the 14th of April 2016 and generated massive global press coverage. In just ten days it reached 2.1 million people through social media and generated 3,088,434 USD worth of PR- all for a total campaign cost of only 10K USD.

More importantly it gave the world the chance to mock recreational hunters, kept the issue of such an abhorrent activity in the public eye, and generated thousands and thousands of meaningful conversations about how to stop the spread of hunting while sharing an important but overlooked reality: hunting, like all bad habits, is passed on from generation to generation.