Why the Long Face?
Create a campaign for PETA that illustrates the atrocities of horse racing.
Why the Long Face? It’s the punch line of the infamous “A horse walks into a bar” joke. But it’s also a phrase that refers to sadness and a question that’s never really been answered. Who knew it needed to be?
Our campaign leverages this iconic set-up to raise awareness about the atrocities racehorses endure.
Subway maps will be created and placed in busy stations and trains, forcing commuters to consider the challenges of their daily commute versus the life journey of a racehorse.
Guerilla - At the Racetrack
A section of mirror in racetrack bathrooms will be replaced by a fun house mirror, elongating the viewer’s reflection and thus setting them up to be asked our campaign question.
Faux parking tickets will be placed on cars at the racetrack. Once turned, people will realize what they’re really in violation of.
Online Displays - A pop-up is triggered whenever someone leaves a one star review on yelp.com. Our ads will compare their grief with the hardships racehorses endure, begging the question – why the long face?
Social - On social media outlets like Facebook and Twitter, mundane complaints are commonplace. We will build a personalized profile of a horse that responds to these posts, making people view their complaining in a new light.
School – Bookshop
Art Director - Me
Copywriter - Anna Lamson
Copywriter - Scott Jones
Creative Director - Nick Liebskind
Creative Director - Nathan Crow