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MullenLowe Singapore creates condom to stop hunters reproducing for PETA

The Singapore office of MullenLowe has released a case study for a global publicity stunt it created for animals rights charity PETA to combat trophy hunting.

The idea, based on the insight that since hunting is passed on from generation to generation, was to launch a condom brand to stop hunters from reproducing.

The idea, developed in APAC, has rolled out across North America, Europe, Africa and India, according to the agency. The condoms first started being marketed at the end of 2015.

Erick Rosa, ECD of MullenLowe Singapore commented: “With this idea, we bring the conversation back to the forefront. PETA is a bold, courageous and amazing partner; they not only championed the idea, but worked with us hand in hand from day one to effectively market HUNTSMAN as a brand with real purpose.”

Gonzalo Olivera, group account director, MullenLowe Singapore added: “We needed to communicate PETA’s message in a way that was worth sharing, and that would make enough noise for people to listen. So, we created, distributed, and drove demand for a new condom brand to communicate that message.”

Credits:

Client: PETA – Ingrid Newkirk, Ashley Fruno.
Agency: MullenLowe Singapore
Executive Creative Director: Erick Rosa
Art Directors: Fabio Santos, Martin Coppola
Copy: Guy Lewis
Production: Jonathan Gerard
Account team: Gonzalo Olivera, Fan Yang, Cara Fong
Editor: Adam Snyder
Illustrator: Natasha Hellegouarch
Animation: Emoxis
Sound design: Neon
Web design: Leandro Reis

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