Description
You’ve never seen a DIY quite like this before. So. before you drop $80,000 on an Hermès Birkin, here’s a DIY breakdown to make your own–just like the big fashion brands! Start with something sharp, a young crocodile, and a strong stomach 🐊💀
This new spoof video from PETA’s proves a crucial point: if you don’t want to be directly involved in such abuse, don’t support it by buying these items.
“No one would want to be caught dead with a Birkin if they had to make one themselves by hacking apart a thinking, feeling being,” says PETA Executive Vice President Tracy Reiman. “PETA is delighted to work with the community for this twist on a DIY video and hopes fashion lovers everywhere bag the skins and stick to luxurious vegan accessories that no one had to be butchered for. ”
Per PETA, more than a billion cows, pigs, goats, sheep, alligators, ostriches, kangaroos, and even dogs and cats are killed for their skins each year. Industry workers cut off the tails and horns of many of these animals without painkillers, and some are even skinned and cut apart while still conscious.
“Our feeds are full of creator videos, from try-ons to cooking to DIY and so much more. The idea of flipping the script and having a creator seemingly make a DIY leather bag was the perfect creative solution to telling PETA’s story in an unexpected way,” said Ricky Vior, SVP, Executive Creative Director at the community. “Our goal with this new campaign was to challenge viewers to question the ethical cost of luxury goods, hopefully forcing a reevaluation of their relationship with animal products.”
To learn more about how leather products are made, visit: https://www.DismemberItYourself.com
This professional campaign titled 'Dismember It Yourself' was published in United States in April, 2025. It was created for the brand: PETA, by ad agency: The Community. This Film medium campaign contains 1 media asset. It was submitted 29 days ago.
Credits
Client: People for the Ethical Treatment of Animals, Inc. [PETA]
Advertising Agency: the community
Production Company: RadicalMedia
Global CCO, Founder, the community: Joaquin Molla
Executive Creative Director, the community: Ricky Vior
Creative Director, Art Director, the community: Gabriel Da Silva
Creative Director, Copywriter, the community: Aldo Gonzalez
EVP, Head of Integrated Production, the community: Laurie Malaga
Executive Producer, the community: Peter McCann
Executive Producer, the community: Rosa Matos
Producer, the community: Stefan Puente
Account Director, the community: Veronica Perez
Group Strategy Director, the community: Lucas Rojas
Strategy Director, the community: Jacqueline Hernandez
VP, Legal & BA, the community: Natalie Greenman
Business Affairs, the community: Priscila Hourihan
Director, Radical Media: Dave Meyers
DP, Radical Media: Scott Cunningham
Executive Producers, Radical Media: Jim Bouvet
Line Producers, Radical Media: Dave Bernstein & Peter Bunstein
Talent, Radical Media: Erika Marks
Editor, Harbor Picture Company: Jon Grinberg
Senior Colorist, Harbor Picture Company: Adrian Seery
Executive Producers, Harbor Picture Company: Warwick Hewett & Lauren Gray
Creative Director & 2D Lead, Harbor Picture Company: Alex Candlish
CG Supervisor, Harbor Picture Company: Justin Kurtz
Compositing, Harbor Picture Company: Andrew Pellicer & Justin Keil
Senior Sound Mixer, Harbor Picture Company: Walter Bianco
Design, Harbor Picture Company: Brian O’Donnell
President, People for the Ethical Treatment of Animals, Inc.: Ingrid E. Newkirk
Senior Vice President of Marketing Engagement and Social Media, People for the Ethical Treatment of Animals, Inc.: Joel Barlett
Vice President of Production, People for the Ethical Treatment of Animals, Inc.: Gray Caskey
Senior Director of Campaigns, People for the Ethical Treatment of Animals, Inc.: Danielle Katz
Senior Director of Social Media and Influencer Marketing, People for the Ethical Treatment of Animals, Inc.: Ashley Frohnert
International Campaigns Manager, People for the Ethical Treatment of Animals, Inc.: Sadie Buckles
Creative Digital Project Manager, People for the Ethical Treatment of Animals, Inc.: Paige Marinelli
Social Media Influencer Relations Coordinator, People for the Ethical Treatment of Animals, Inc.: Leah Tenczar
Global CCO, Founder: Joaquin Molla
SVP, ECD: Ricky Vior
Creative Director: Aldo Gonzalez
Creative Director: Gabriel Da Silva
Head of Production: Laurie Malaga
Director: Dave Meyers
