Peta's new 'Animals are not Christmas gifts' spot has been devised to illustrate the problem of pets being discarded after Christmas.
Peta and Serviceplan Campaign International created a dog silhouette including a leash fashioned from numerous holiday lights, which was then "abandoned" in various places in Hamburg.
In order to clarify the message behind the silhouette, places were selected where animals are commonly abandoned, such as motorway service areas.
"Animals are living beings with very individual needs and feelings. They deserve a permanent, loving home," said Jobst Eggert, responsible for creation and special Projects at Peta.
"With our emotional spot, we would like to remind people that it is advisable, in the interests of both humans and animals, to use animal-friendly gifts when shopping for Christmas.
Managing Partner: Markus Kremer
Managing Partner: Thomas Heyen
Account Director: Lisa Artaker
Junior Account Manager: Mariah Kattmann
Design Director: Sebastien Stabenau
Copywriter: Niklas Scholz
Junior Art Director: Philipp Trübiger
Junior Art Director: Daniel Hill
Art Director: Svea Drechsler
Final Art Specialist: Nils-Christian Sperling
Photography: Jan Hütz
Director: Justus Becker
Director of Photography: Jasper Engel
Production Assistant: Madeline Pfisterer