How to Train an Elephant

Agency Network: 
June 2011
PETA:  How to Train an Elephant
PETA Direct Ad -  How to Train an Elephant


To bring attention to, and help stop, the cruelty of elephants in the circus, we engaged an audience that is already in an "animal caretaking". Mindset: Pet store customers. By placing a simple training manual on pet store checkout counters, we communicated to pet owners the abuse circus elephants endure when they're trained to perform their tricks. Ultimately, encouraging readers to help stop the torture of the elephants by boycotting the circus.

Direct advertisement created by Y&R, United States for PETA, within the category: Public Interest, NGO.

Advertising Agency: Y&R, Chicago, USA
Chief Creative Officer: Bob Winter
Creative Director: Sonya Grewal
Art Directors: Sonya Grewal, Gabo Curielcha, Thomas Nicholas
Copywriter: Evan Thompson
Illustration: Bob Staake
Art Buyer: Darcy Drews
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scamhandler's picture

Very similar art direction to this. Fonts, colours & layout.

Activity Score 84
Art Director at DraftFCB Auckland New Zealand
marioferpay's picture

go to cirque du soleil

by the way, I hate PETA

Activity Score 12
notanugget's picture

But PETA loves you.

Activity Score 131
sirvan's picture

Laying it on a bit thick, don't you think, with the "cold, cold hear" and "complete lack of morals"?

I really want to like this, but it's too heavy-handed for my tastes.

Activity Score 29754


"I love some things, and don't love some other things."

simonsays's picture

-"Don't go to circus! It's pure cruelty!"

- "What may I do instead to have some fun?"

- "Visit Guantanamo! "

Activity Score 332
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