“Thought-provoking.” “Eye-opening.” “Haunting.” 

These are all words that could be used to describe “98% Human,” the public service announcement that Adrien Brody narrated for PETA that explores the plight of great apes used in
film, television, and advertising
. Now we can add “award-winning” to
that list. “98% Human” just claimed a Gold Lion for visual effects at
the prestigious Cannes Lions awards.

The spot was created by top ad agency and longtime PETA friend BBDO
and was brought to life through Academy
Award winner Brody’s powerful narration as well as cutting-edge computer-generated
imagery by celebrated production company The Mill.

Of
course, the true measure of the success of a PETA campaign is whether it helps animals.
And “98% Human” is doing just that.

Since
the spot was released, three more ad agencies have signed PETA’s Great Ape
Pledge and promised never to use real apes in their projects. They’re in good
company: Dozens of other agencies—including the top 10 in the U.S.—have agreed
not to exploit apes for profit.

“98%
Human” is changing the way the entertainment industry views great apes.

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Article source: PETA Files

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