It’s difficult to know what to say about this campaign. It certainly grabs attention and gets its message across. It breaks taboos. It would probably be a huge hit with three-year-olds who think poop is fuel for hilarity – especially in song. The irrepressibly cute, animated video by creative agency, Samy Alliance and production company, Flamboyant Paradise, extols the virtues of a vegan diet through an army of “singing poos” proclaiming that being vegan is “good sh*t”. Its animation is graphic. Its metaphors are childlike. And yet it compels. Its argument is incontrovertible.
“We set out to find the most distinctive and effective way to grab people’s attention in a competitive space like social media – and give them a meaningful reason to consider going vegan. Humour, animation, and music became the perfect channels to deliver this unexpected message,¨ explained Santi Lucero, Global CCO at SAMY.
“Keeping meat off our plates is the best thing for animals and the planet, and as this video shows, it’s great for a healthy digestive system, too,” added PETA vice president, Mimi Bekhechi. “For anyone who has the heart to go vegan and wants the guts to go with it, PETA stands ready to help everyone join the movement.”
The World Health Organization defines processed meat as “carcinogenic to humans” and warns that consuming red and processed meats ups your risk of colorectal cancer, while a review of 49 studies involving three million people found that animal-free eating safeguards against all digestive system cancers, including colorectal cancer.
The spot will run across PETA’s social media channels. The group has also created stickers, that will be strategically placed across the UK to promote the campaign.
Credits:
Client: PETA
Agency: Samy Alliance
Global CCO: Santi lucero
Creative Director: Santi Lucero
Copywriters: Santi Lucero, Adrián Rey, Nicolás Larroquet
Art Director: Santi Lucero
Strategy Director : Julia Kaiser
Account Director: Santi Lucero
Production Company: Flamboyant Paradise
Directors: Javier Lourenço & Alvarez Ortega Bianchi
Executive Producer: Javier Lourenço
Producer: Julia Macarena Novío
Character & Environment
Design: Alvarez Ortega Bianchi
Story Board: Mariano Aponte
Animators: Esteban Dunand, Juana V. Lin, Lena Mandel, Malena Medel, Evelyn Martí, Jerónimo Fernández, Catalina Lorente, Sofía Belén Sosa, Agustín Martínez Ludueña, Nicolás Carmona
Editing: Nicolás Politi, Sebastián Hecker
Music & Sound Design Company: Noroeste Music
Composition: Pedro Gómez, Javier Lourenço, Santi Lucero
Sound Design and Mix: Martín Chebli Murad
Singer: Patrissia Lorca
