We were encouraged to "prompt people to question whether they’ve been conditioned to hold a human-supremacist worldview and will encourage them to join the fight to end speciesism."

Most people have never even heard of the term "speciesism", and tend to look away when shown images of animal abuse. When humans turn a blind eye to this subject, it is costly, whether they realize it or not. While we were determined to find a way to desensitize people to this issue, we also needed to make sure that people wouldn't turn away to the images we show them. From here, we agreed on using brand logos featuring animals to do so.

The result of this thinking became "Cruelty Rebranded", a PETA campaign in partnership with cruelty-free brands such as Vineyard Vines, Sun Bum, and Crocs who will release limited edition products to show people how cruelty impacts different species.