Cannes Lions

ANIMANATURALIS PIÑATAS

CHEIL SPAIN, Madrid / ANIMA NATURALIS ANIMAL DEFENSE FOUNDATION / 2016

Digital Proof JPG
Digital Proof JPG
Digital Proof JPG

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Description

A print ad about the mistreatment of two animal species:

Fur Seals in Canada, Greyhounds in Spain.

Every year in Canada, a hunt takes place for baby seals. They are killed cruelly and brutally with clubs for their fur or so that their blubber can be converted into products for luxury brands. Many of them are even skinned alive. Images fit for a horror film which are, to a large extent, authorized by the government.

Greyhounds are trained to participate in races. But when they become champions, they are awarded with abuse. Once they become too exhausted to compete or are injured in any way, they are cruelly hanged by their owners. An agonizing death that can last from minutes to hours. Concept behind the campaign: Don’t treat these two species as if they were a piñata. A visual metaphor that compares them to a piñata being beaten and hanged.

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