The hidden, dark reality of fashion is rarely brought to centre stage. Yet PETA successfully breaks this silence with a clever, twisted approach in its latest campaign. The unlikely combination of a nostalgic children’s TV series with animal cruelty ensures audiences pay attention. 

The seemingly playful campaign, created by House 337, that quickly turns sinister to successful highlights the cruel realities of modern day consumerism. It is the first time the charity has worked with the agency to campaign against wearing any animal-based products at all, even wool. The spot  encouraged consumers to embrace vegan fashion.

‘Red River Farm’ uses the nostalgia of children’s TV series. With actress and comedian, Jessie Cave, meeting a band of wholesome puppet animals who burst into an upbeat, catchy, yet gruesome song about the cruel treatment they endure in the name of fashion.

This powerful and impactful video is part of PETA’s ongoing work to re-educate the public about using animal products in fashion. It demonstrates an unflinching explanation of how clothes are really made and the consequences for the animals involved. However, reinforcing that hope is not lost, the campaign ends by asking the audience to: ‘Shop like their lives depend on it.’

PETA approached House 337 to work on the campaign following the success of the agency’s 2020 work with the wildlife charity Born Free Foundation. Created with production studio BlinkInk, it will run across PETA’s owned social media channels, including Instagram, Twitter, YouTube and Facebook. The two-year campaign will be backed by an undisclosed media spend to promote it across Instagram and Facebook.

 “This campaign is part entertainment and part education. We believe it is a compelling and powerful way to highlight what is done to animals in the name of fashion.This sharable video will support us in spreading the word that animals are not materials and inspire people to shop for vegan clothing and accessories,” explained Elisa Allen VP of Programs and Operations at PETA.

Commenting on the campaign, Steve Hawthorne, Creative Director at House 337, added: “A big part of the challenge with these sorts of projects is finding a fresh and engaging way to talk to people that avoids using the same old finger-wagging shock tactics many charities use. That is where our band of cute-but-grotesque puppets came in. We’re very happy with the final film and really hope that it gets people to question the clothes they buy and where they come from.”

The eye-catching work causes audiences to reflect and reflect on the impact of their shopping behaviours. It successfully encourages behavioural change in fast fashion by giving consumers a harsh reality check.