Ogilvy & Mather Advertising Bangkok teamed up with PETA Asia to launch this shocking pop-up shop in one of Bangkok’s hippest shopping malls to show consumers the suffering behind every exotic-skins bag, belt, jacket, and pair of gloves or shoes. ”Every year, hundreds of thousands of reptiles are crudely bludgeoned and skinned alive, all for the sake of so-called luxury shoes, belts and bags,” says PETA Asia’s vice president Jason Baker. “PETA’s gruesome pop-up shop reminds shoppers that the only way to keep blood and guts out of our closets is to choose vegan clothing, shoes and accessories.”
“Crocodiles in Thailand are being farmed in the most inhumane of conditions. They are crammed into putrid tanks and ponds before being subjected to the cruelest of slaughter practices; being shot or hammered to shatter their spines and cause paralysis,” PETA Asia says. “Some are skinned alive. And an average handbag requires the slaughter of not one, but four crocodiles. The blood, in demand for its purported medicinal properties, is drawn from the animal while the meat and hide is processed.”
“Snakes suffer no less. Every year, at least 440,000 pythons are caught in the jungles of south-east Asia, where some are hung, decapitated, and then skinned,” adds PETA Asia. “Some have their jaws forced open, a hose inserted into their body cavity, and then are pumped full of water so that their skin becomes easier to remove.”
Ogilvy & Mather’s creative director Puripong Limwanatipong said the idea was to make consumers aware that “every leather product caused a sensitive animal to endure a miserable life and suffer a terrifying death. By surprising shoppers with the cruelty behind the exotic-skins industry, we can wake them up and spark change that will save animals’ lives.”
‘Behind the Leather’ captured shoppers’ reactions upon picking up these leather apparels that concealed grisly realities.