PETA doesn’t shy away from shock in its campaigns. This one may its most provocative yet. The film created for PETA UK by Samy Alliance shows a cow’s head pinata that spews intestines and blood-soaked leather accessories when hit. The campaign asks viewers to open their eyes to the cruelty of the leather industry.
The video, which the group also shared directly with designer Victoria Beckham follows its disruption of her Paris Fashion Week show.
The film was led by Samy Alliance creative director Santiago Lucero, directed by M&M (Martin Jalfen and Mike Usandivaras) and produced by ROMA Productions.
“Leather is just hairless fur, and people need to wake up to the fact that this is an industry defined by animal suffering,” stated PETA campaigns advisor, Mimi Bekhechi. “We urge everyone to choose sustainable vegan materials that leave animals in peace.”
“The intention was to portray the occasion of the piñata as one filled with innocence but, at the same time, with violence and cruelty to reflect the lack of awareness that exists when it comes to leather production. With Piñata, our goal is not only to inform but also to inspire a shift in the fashion industry towards more ethical and sustainable practices. We hope to help consumers open their eyes and become aware of the impact of their purchasing decisions,” added Santiago Lucero.
Over 1 billion animals are slaughtered globally every year for leather. In India, cows’ tails are routinely broken, and irritants like tobacco and chillis are rubbed in their eyes to force them to trek up to 60 miles to the slaughterhouse. In China, dogs and cats are also killed for their skin, which is often mislabelled and sold to unsuspecting buyers.
With consumer demand for animal- and planet-friendly materials on the rise, more and more designers are moving away from animal skins and opting to use plant leathers made from cacti, mushrooms, and fruits. Mirum, a premium plastic-free vegan leather made using natural rubber, requires no tanning and no water during manufacture.
Credits
Client: PETA
Agency: Samy Alliance
Creative Director: Santiago Lucero
Production Company: Roma Productions
Script: Santiago Lucero And M&M (Martin Jalfen & Mike Usandivaras)
Director: M&M (Martin Jalfen & Mike Usandivaras)
Director of Photography: Michal Babinec
Assistant Director: Diego Núñez
Executive Producer: Juan Bascon
Head of Production: Carlos Martin
Production Manager: Yago López Abril
Production Assistant: Rocío Martinez
Art Director: Andrea Gandarillas
Stylist: Bea Domínguez
Make-Up Artist: Daniel Zuñiga
Head of Postproduction: Tamara Diaz
VFX: Metropolitana
Colour: Marc Morató
Sound Mix: Beat Music
Music: Ombu
Editor: Giacomo Prestinari
