PETA

CASE STUDY : EXPERIENTIAL, PRINT

AD + CW : Bridgette Enlow + Elizabeth Sage + Cameron Bowley + Bailey Cullen

PETA’s mission is sound, but their delivery often overshadows it. We set out to challenge speciesism without the shock factor — by hiding the loss of animal life in the same places we see human tragedy: obituaries, true crime podcasts, and nightly news reports.

By slipping these stories into familiar formats, the message hit differently. Animal deaths were reframed in human terms, making the injustice feel immediate, personal, and impossible to ignore.

case closed

For those drawn to the intrigue of true crime, PETA slipped audio spots into popular podcasts, disguised as part of the story. They unfolded like any other case — until the details revealed they weren’t about people at all.

By borrowing the genre’s familiar cadence and tension, the spots reframed animal cruelty with the same weight and empathy listeners reserve for human victims.

below the fold

We borrowed the language and layout of a traditional obituary, placing condolences above the center‑fold.

Once unfolded, it revealed a stark message — Death is Death — alongside the PETA logo, reframing animal loss with the same gravity we give human lives.