Humane Society International: Dejalas mover
Humane Society International wanted to pressure the Costa Rican government and food producers to end the use of gestation crates and battery cages. They needed to mobilize the public to sign a petition by making the suffering of farm animals feel personal and urgent, targeting everyday consumers who were largely unaware of the extreme confinement practices used in local egg and pork production.
Creative Idea
Celebrities used a single sheet of paper to demonstrate the tiny lifetime living space of hens.
HSI partnered with Costa Rican celebrities to visualize the claustrophobic reality of factory farming by comparing an animal's entire living space to a single sheet of paper, turning abstract animal welfare issues into a tangible, relatable human scale.
Creative Strategy Deconstructed
Company
Humane Society International's global authority and expertise on animal welfare standards.
Category
Animal rights ads often rely on graphic shock imagery that viewers instinctively look away from.
Customer
People care about animals but feel disconnected from the industrial processes that produce their food.
Culture
A growing local movement in Costa Rica demanding transparency and ethical treatment in food production.
Company
Humane Society International's global authority and expertise on animal welfare standards.
Category
Animal rights ads often rely on graphic shock imagery that viewers instinctively look away from.
Strategy:
Translate abstract industrial cruelty into relatable physical dimensions to trigger immediate empathy and public advocacy.
Customer
People care about animals but feel disconnected from the industrial processes that produce their food.
Culture
A growing local movement in Costa Rica demanding transparency and ethical treatment in food production.
Strategy:
Translate abstract industrial cruelty into relatable physical dimensions to trigger immediate empathy and public advocacy.
Strategy Technique
Make the Invisible Visible
Most consumers never see the inside of industrial farms; by bringing these hidden, cramped conditions into the light using familiar faces, the campaign forces a confrontation with an ignored reality.
Explore Technique
Creative Technique
Dramatize the Problem
It uses a physical sheet of paper to visualize the cramped conditions of hens, making the abstract concept of confinement immediately understandable and shocking for the viewer.
Explore Technique
Craft Breakdown
The campaign uses influential local voices and stark visual comparisons to bridge the gap between consumer products and animal welfare.
The script effectively uses relatable analogies, like the sheet of paper, to make abstract suffering tangible.
The use of well-known Costa Rican figures provides a sense of local urgency and credibility to the cause.
