World Animal Protection

World Animal Protection

This is animal cruelty. End it.

The is animal cruelty. End it.

Services: Strategy  |  Sound |  Aroma

Services: Strategy  |  Sound  |  Aroma

THIS IS ANIMAL CRUELTY. END IT.

The idea behind the campaign was the amazing and underutilised power of disgust.

The idea behind the campaign was the amazing and underutilized power of Disgust.

World Animal Protection needed us to help with their campaign to stop factory farming, delivering their message: This is animal cruelty. End it.

We used the amazing and underutilised power of disgust to help motivate the public into action.

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THE POWER OF DISGUST

bacon wap leaflet

Research shows that exposure to ‘mild levels of disgust’ results in more impassioned moral judgements.   

Based around this insight, we developed a multi-tiered global campaign, from huge footfall street activations and online content, to an exclusive global touring experience and a sensorially-enhanced media campaign. This was done with an aim to bring about profound change in the public’s attitude and behavior.

SMELLS GOOD?

The first wave of the campaign saw W.A.P. teams armed with over 70,000 ‘smellable’ leaflets, taking to the streets of six countries, from the U.S to Thailand.

The leaflets featured an enticing image of the country’s favourite dish – e.g. fried chicken in the U.S. and Mu Ping (pork skewers) in Thailand.

Passersby were asked to peel back a tab and sniff the leaflet, expecting a tasty smell of the food. Instead, they were hit with a rancid stench of a factory farm (that we ‘lovingly’ created). They got an unexpected hit of disgust.

Then they opened the leaflet to an image of a low welfare chicken or pig. That feeling of disgust makes their moral judgement of the picture more extreme. Their reaction is stronger and more driven.

The image of the food, once given context, isn’t appealing anymore.

Sign-up to the petition increased by 300%.

THE SOUND OF SUFFERING

We created an immersive sound experience where people listen to 10 seconds of a harrowing soundscape that conjures up the atmosphere of a factory farm, with screaming animals and deafening turbine engines.

The end message reads, “That was just 10 seconds. Animals live with the unbearable sounds of factory farming their entire lives.”

EXPERIENCE THE DISGUST

W.A.P. gave us an amazing opportunity to create this groundbreaking project – most brands don’t brief you to do something disgusting! But more importantly, we’re so proud to work for such an incredibly important cause.

Later this year, a touring public attraction will give people an immersive, mildly disgusting experience. Watch this space.

 

Next project The Singleton

A multisensory brand and an emotive
strategy to engage Asian consumers
with Diageo’s innovative whiskey.

 

GET IN TOUCH

GET IN TOUCH

Intrigued? If you’d like to find out more about what we do and how we can work with you, please drop us an email or call us.

+44 (0) 203 6270 621
10 Marshalsea Road, London, SE1 1HL
russ@condimentjunkie.co.uk

Intrigued? If you’d like to find out more about what we do and how we can work with you, please drop us an email or call us.

+44 (0) 203 6270 621
10 Marshalsea Road, London, SE1 1HL
russ@condimentjunkie.co.uk

Intrigued? If you’d like to find out more about what we do and how we can work with you, please drop us an email or call us.

+44 (0) 203 6270 621
10 Marshalsea Road, London, SE1 1HL
russ@condimentjunkie.co.uk

Intrigued? If you’d like to find out more about what we do and how we can work with you, please drop us an email or call us.

+44 (0) 203 6270 621
10 Marshalsea Road, London, SE1 1HL
russ@condimentjunkie.co.uk