Gifted Binoculars
A thank you letter and commemorative video binoculars will be sent from a fictional organization to CEOs of companies sponsoring the 2012 Kentucky Derby. Upon peering into them, they will be shown the atrocities of the sport they endorse.
Viewfinder
Viewfinders at horseracing tracks will be replaced with our own installations, which include a pre-recorded video of the atrocities of horseracing. This will allow attendees to see what’s truly happening right in front of them.
Augmented Reality Wildpostings
A thought-provoking headline will convince consumers to engage with our ads and see what happens once they ‘Remove the Blinders.’ Upon scanning the QR code, the augmented reality component will reveal the true horrors of horseracing through users’ mobile phones.
YouTube
When a user loads a YouTube page, the negative space of their video will overtake 90% of the viewing window.
Page Takeover
Blinders will be placed on the sides of news websites, obstructing information from viewers.
Fashion Show
During world-famous Fashion Week, PETA will sponsor a fashion show featuring chic horse blinder wear created in partnership with a well-known designer. During the event, PETA will liveblog via their Twitter feed. All proceeds will go to the Thoroughbred 360 Lifecycle Fund to find retired racehorses a safe home.
Statues
On the same day throughout the U.S., blinders will be put on famous horse statues, or rather, the people riding them. Placards nearby will invite viewers to educate themselves on the atrocities of horseracing and to aid thoroughbreds by checking in on Foursquare.