PETAGivesAnimalsaVoice:"EyetoEye"–TheFirstVirtualRealityDialogueBetweenHumansandAnimals

Berlin / Stuttgart, May 2, 2018 – With a social experiment, PETA is once again breaking new ground to draw attention to the global exploitation of animals. Together with the creative agency Kolle Rebbe and the digital agency Demodern, the animal rights organization has launched the VR project "Eye to Eye": "What if we could talk to an animal? What if it asked us why we imprison, eat, and turn it into clothing? For the first time, humans and animals meet at eye level for a conversation that opens our eyes—and hearts," said Ingrid Newkirk, co-founder and president of the animal rights organization, about the project.

Those who engage in the first real-time virtual reality dialogue encounter a rabbit that advocates for animal rights in a witty yet charming manner. The special aspect: Behind the virtual voice of the animal world is neither a bot nor Artificial Intelligence, but an actor who brings the rabbit to life in real-time. A face reenactment system developed by Demodern specifically for this project transmits the actor's voice and facial expressions live to the virtual character.

For Andreas Brunsch, Executive Creative Director Digital at Kolle Rebbe, the particular appeal of the project lies in the fact that "Eye to Eye" blurs the boundaries between reality and virtuality: "The rabbit surprises with genuine emotions and empathy. It's a play with the users' expectations that sets new standards for what is possible in virtual worlds." Alexander El-Meligi, Managing Partner and Creative Director at Demodern, adds: "This project not only shows what is visually and technically feasible with Virtual Reality but also the opportunities this immersive medium holds for storytelling and storydoing."

Depending on the course of the conversation, the rabbit leads its counterpart to various virtual locations to discuss freedom, the value of life, but also slaughterhouses and animal testing. Supported by dynamic music and binaural sound design by German Wahnsinn, the first real-time virtual reality dialogue becomes an emotional experience that leaves a lasting impression. This is also evidenced by a film that documents the first conversation between human and animal and carries the social experiment into the timelines and feeds of social media.

Hendrik Thiele, Head of Creation and Major Projects at PETA, explains the idea behind the project: "We live in a technology-loving world. Virtual Reality offers us the chance to reach people who have previously had little or no engagement with the issue of animal rights." Part of this strategy is that "Eye to Eye" premieres at the Internet and technology conference re:publica in Berlin. On May 2, PETA President Ingrid Newkirk will give the go-ahead for a worldwide tour: A truck makes the VR installation mobile and transports "Eye to Eye" everywhere there is a need for discussion. The cross-species dialogue that opens eyes and hearts has just begun.

PETA's motto is: Animals are not ours to eat, wear, entertain, experiment on, or exploit in any other way.

Further information: eyetoeye.peta.de