Insight: The connections and pain that animals go through are not given the same value as that of humans.
Big Idea: Put animal stories through a human lens to show how similar we are.
Executions: An experiential pop-up restaurant that brings the stories of the horrific treatment of animals straight to the table of diners. A series of print ads that highlight the horrific treatment of animals for fashion. Also, a one-off YouTube video partnering with Jubilee that tells stories of mistreatment to regular people, keeping the shocking reveal of who the subject really is until the end.
Copywriter: Julia Gershowitz
(Not affiliated, for Young Ones One Show competition and educational purposes only)
Case study video link: https://vimeo.com/904274313
