PETA, which stands for People for the Ethical Treatment of Animals, is one of the world’s largest and most well-known animal rights organizations. As a global nonprofit organization, PETA actively campaigns against animal cruelty in various industries, utilizing a range of tactics to achieve their goals. Paper Trails Europe collaborated with PETA in one of their campaigns against bullfighting during the San Fermin Festival in Pamplona.

The campaign featured a powerful visual, demanding attention to the animal cruelty surrounding the tradition of bullfighting. A3 posters were used to spread this creative message around the city center, while larger B1 posters were pasted in the surrounding neighbourhoods of Pamplona.