How to Train an Elephant

June 2011

To bring attention to, and help stop, the cruelty of elephants in the circus, we engaged an audience that is already in an "animal caretaking". Mindset: Pet store customers. By placing a simple training manual on pet store checkout counters, we communicated to pet owners the abuse circus elephants endure when they're trained to perform their tricks. Ultimately, encouraging readers to help stop the torture of the elephants by boycotting the circus.

Direct advertisment created by Y&R, United States for PETA, within the category: Public Interest, NGO.

Advertising Agency: Y&R, Chicago, USA
Chief Creative Officer: Bob Winter
Creative Director: Sonya Grewal
Art Directors: Sonya Grewal, Gabo Curielcha, Thomas Nicholas
Copywriter: Evan Thompson
Illustration: Bob Staake
Art Buyer: Darcy Drews

Comments (5)

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Highest Rated

notanugget's picture
Activity Score 135

But PETA loves you.

scamhandler's picture
Activity Score 84

Very similar art direction to this. Fonts, colours & layout.

marioferpay's picture
Activity Score 12

go to cirque du soleil

by the way, I hate PETA

notanugget's picture
Activity Score 135

But PETA loves you.

sirvan's picture
Activity Score 29860

Laying it on a bit thick, don't you think, with the "cold, cold hear" and "complete lack of morals"?

I really want to like this, but it's too heavy-handed for my tastes.


"I love some things, and don't love some other things."

simonsays's picture
Activity Score 332

-"Don't go to circus! It's pure cruelty!"

- "What may I do instead to have some fun?"

- "Visit Guantanamo! "