AnimaNaturalis is an international non profit animal rights organization whose mission is to establish, promote and protect the rights of all animals in Spain and Latin America. These rights include the right to life, liberty, and not to be tortured stop being considered property. It was founded in March, 2003 and has offices in Spain, as well as several Latin American countries (Argentina, Chile, Colombia, Ecuador, Mexico, and Venezuela). AnimaNaturalis speaks out against the use of the animals as food, in laboratories, to wear as clothing (concerns with using fur, leather, silk, wool and feathers); as entertainment (circuses, zoos, aquariums, sports, hunting, and racing); and raises awareness about cruel traditions such as rodeos,
bullfighting, cockfighting, and dogfighting.
A print ad about the mistreatment of two animal species:Fur Seals in Canada, Greyhounds in Spain.
Every year in Canada, a hunt takes place for baby seals. They are killed cruelly and brutally with clubs for their fur or so that their blubber can be converted into products for luxury brands. Many of them are even skinned alive. Images fit for a horror film which are, to a large extent, authorized by the government. Greyhounds are trained to participate in races. But when they become champions, they are awarded with abuse. Once they become too exhausted to compete or are injured in any way, they are cruelly hanged by their owners. An agonizing death that can last from minutes to hours.
Concept behind the campaign: Stop the party. Don’t treat these two species as if they were a piñata.
A visual metaphor that compares them to a piñata being beaten and hanged.
Where: Cheil Spain
What: Idea, Copywriting and Art Direction