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Mumbrella Asia: MullenLowe Singapore creates condom to stop hunters reproducing for PETA

The Singapore office of MullenLowe has released a case study for a global publicity stunt it created for animals rights charity PETA to combat trophy hunting. The idea, based on the insight that since hunting is passed on from generation to generation, was to launch a condom brand to stop hunters from reproducing.

The idea, developed in APAC, has rolled out across North America, Europe, Africa and India, according to the agency. Erick Rosa, ECD of MullenLowe Singapore commented: “With this idea, we bring the conversation back to the forefront. PETA is a bold, courageous and amazing partner; they not only championed the idea, but worked with us hand in hand from day one to effectively market HUNTSMAN as a brand with real purpose.”