Cannes Lions

TYKE

GRABARZ & PARTNER, Hamburg / PETA - PEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS / 2014

Case Film
Case Film
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Overview

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Credits

Overview

Description

The circus. What at first glance appears to be innocent family entertainment is the utmost torment for the animals in the ring. Transportation from place to place in cramped caged wagons and torturous training, leads to serious behavio-ural disorders.

In order to raise awareness for a real issue, created a fake documentary 'Tyke: The final show' about a circus elephant's real life rampage in 1994.

Execution

Our integrated campaign was centred around the online documentary “Tyke. The final show”, about a circus elephant’s rampage in 1994. In it, we provided a voice to three yet silent witnesses to the incident: a monkey, a zebra and a tiger. Yet that was just the beginning: Without a budget to speak of but a lot of initiatives, enabled through our supporters all over the web, we were able to reach out to the public in a variety of ways, bringing Tyke to computer screens, walls, ?people’s hearts and minds. And raising awareness of what really happens in circuses.

Outcome

Always keeping in mind that PETA needs every cent of their money to help animals, we ran the whole campaign without a budget to speak of. Thanks to all our supporters, including all the celebrities that helped us, all the budget, used in this campaign - e.g. for creation, digital/classical media and production – was generated through donations and good will.

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