PETA Crocs Vineyard Vines

Cruelty Rebranded

Cruelty Rebranded Case Study

The redesigned logos on these products will act as QR codes, and when they are scanned, the user can donate to PETA to see an animation of how they are helping these animals.

Commercial whaling was banned in 1986. Yet, since then, over 40,000 whales have been killed for their meat and body parts. Vineyard Vines will redesign their logo to represent how these whales are viciously tied up in fishing nets.

Each year, thousands of crocodiles are killed for their skin, which is often used to make luxury handbags. Crocs will release limited edition kicks that have been cut and scratched to represent how these crocodiles are brutally skinned.

More than 109,000 primates are kept in captivity and used as test subjects every year. Sun Bum will redesign their logo to represent how these monkeys are wrongfully imprisoned.

Vineyard Vines rebranded logo.

Crocs rebranded logo.

Sun Bum rebranded logo.

This student campaign titled 'Cruelty Rebranded' was published in United States in December, 2022. It was created for the brands: Crocs, PETA, and Vineyard Vines, . This Digital and OOH Outdoor media campaign is related to the Education and Public Interest industries and contains 8 media assets. It was submitted over 1 year ago by Art Director: Matthew Powers of Syracuse University, The Newhouse School.


S.I. Newhouse School of Public Communications: Syracuse, NY, USA
Art Director: Matt Powers
Copywriter: Jasmine Chin


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.