The Animal Horrorscope

School: Miami University


For thousands of years, horoscope reading has always been a tradition shared among Asian culture. Here, one learns about their new year’s destiny through the Zodiac sign animal resembling the year they were born. But while our horoscope is often hopeful and promising. Reality shows a different fortune for our fellow species.

Peta wants to change people's worldview about species equality. So we make checking one’s horoscope, a reality check.

Introducing "The Animal Horrorscope," the most accurate yet horrifying horoscope to date. Inspired by Traditional Chinese Art, we give people the real portrait of the mistreated life of our Zodiac-sign animals with words from recipe or product manual scripts. As we show how one’s future can affect another’s fate, we prompt people with the right actions to take to put an end to Speciesism and to rewrite the horoscope of our fellow species.

This student campaign titled 'The Animal Horrorscope' was published in United States and Vietnam in March, 2023. It was created for the brand: PETA, by ad school: Miami University. This Experiential, Integrated, and Print media campaign is related to the Education, Pets, and Public Interest industries and contains 6 media assets. It was submitted about 1 year ago.


Copywriter: Kien "Klay" Nguyen
Art Director: Sandy Urpis
Illustrator: Midjourney


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