The brief was to create a creative campaign for Anti-Leather footwear, inspired by the work of animal rights organizations such as PETA. The aim was to convince people to stop using leather products and consider using PETA Anti-Leather footwear from Shoe Bazar. The target audience is everybody who walks into the store.

The creative leap lay in viewing the situation from the animal perspective and showing their joy at the introduction of PETA footwear in human terms, thus instantly communicating the message of the brand in a way that is satirical yet hard hitting.

Customers walking in to buy regular footwear were exposed to the instore communication, and got curious to know more about PETA Anti-Leather footwear. Since it was more of a cause-related effort on the clients side to support PETA, they were not expecting large volumes, but were pleasantly surprised when the entire stock sold out in the first month itself. This effort has been lauded by PETA too.