The Hidden Cost

Agency: DDB Prague


When livestock farming results in deforestation, people see ecological problems like increased greenhouse gases, landslides, floods but they often don’t see that their meat-eating habits lead to another issue – the loss of animal species due to their habitat loss. For Peta Australia we created a visual that illustrates this problem while following the “there is more than meets the eye” logic. The mixed technique visual uses matte painting and montage, which combines over 30 images and 100 layers.

This professional campaign titled 'The Hidden Cost' was published in Australia in November, 2021. It was created for the brand: PETA, by ad agency: DDB Prague. This OOH Outdoor and Print media campaign is related to the Public Interest industry and contains 1 media asset. It was submitted over 1 year ago by Head of Operations: Soňa Lacinová of DDB Prague.


Advertising agency: DDB Prague
Client: PETA Australia
Chief Creative Officer: Dora Pružincová
Head of Art: Emil Nitkulinec
Creative Director: Mikey Tucker
Art Director: Zora Makovská
Ideamakers: Zora Makovská, David Boleslav
Senior Project Manager: David Šrámek

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