Noah is a German animal protection society. For years Noah has been fighting against animal experiments. But up to this day cosmetic products are still tested on animals on behalf of a giant industry and covered by lobbyists in Brussels. But how could the consumers ever find out?We replaced the QR codes on cosmetic posters with new QR codes. Once scanned you would not only see a videoclip of an animal experiment, but also have access to printable QR codes. That way consumers turned into allies and were able to replace QR codes on cosmetic posters by themselves.

Just a week after being on air, what we predicted, happened. The industry forced us to stop the campaign. This caused a giant media echo. With a next to nothing budget we infiltrated almost every cosmetic poster with a QR code in Germany and were able to spread our message throughout the country.

We replaced the QR codes on cosmetic posters with new QR codes. Once scanned you would not only see a videoclip of an animal experiment, but also have access to printable QR codes. That way consumers turned into allies and were able to replace QR codes on cosmetic posters by themselves. So our message kept spreading further.

Just a week after being on air, what we predicted, happened. The industry forced us to stop the campaign. This caused a giant media echo. And suddenly animal testing for cosmetics became a public topic again – even without our QR codes.