PETA, CARTOONS TO HIGHLIGHT THE ATROCITIES OF PIG FARMING
CLIENT: PETA
YEAR: 2022
DESIGNED WITH GREY LONDON
BRITISH FARMING LIKES YOU TO IMAGINE GREEN PASTURES AND IDYLLIC BARNYARD SCENES OF YEARS GONE BY BUT WE DRAW ATTENTION TO THE FACT THIS THIS ISN’T THE CASE. TODAY, MOST BRITISH MEAT COMES FROM ANIMALS WHO ARE FACTORY FARMED. IN FACT, THE VAST MAJORITY OF ANIMALS RAISED FOR THE TABLE AND FAST FOOD TAKE-AWAY LIVE ABSOLUTELY ROTTEN LIVES.
'PIG FARM', IS A FILM THAT A DARK BUT HUMOROUS LOOK AT THE REALITIES OF WHERE OUR PORK COMES FROM. DIRECTED BY JEFF LOW, THE ANIMATED FILM DRAWS INSPIRATION FROM CUPHEAD AND REN AND STIMPY. BY WEAVING TOGETHER ELEMENTS OF FANTASY AND REALITY, WITH THE AIM TO SPARK CONVERSATIONS AND INSPIRE PEOPLE TO CHANGE THEIR EATING HABITS.
THE CARTOON FILM FOLLOWS THE JOURNEY OF THE PIG FARMER AS HE EXPLAINS TO HIS DAUGHTERS JUST WHAT HIS DAY AT THE FACTORY ENTAILS. INITIALLY IT LOOKS LIKE AN IDYLLIC EXISTENCE FOR THE PIGS, BUT AS THE FILM PROGRESSES THE TRUTH BEHIND THE INDUSTRY'S PRACTICES BEGIN TO BE UNCOVERED. THE FILM IS SET TO AN UPBEAT SONG THAT DRIVES MEMORABILITY AND FURTHER IMMERSES THE AUDIENCE IN WHAT THEY ARE SEEING.
WE LAUNCHED THE FILM WITH A STRIKING OOH CAMPAIGN FEATURING HAND-DRAWN ANIMATED PIGS. WE ALSO CREATED A CUSTOM "DEAD PIGGY" PLATE AND A 6-MONTH CALENDAR, HIGHLIGHTING THE AVERAGE LIFESPAN OF PIGS BEFORE THEY'RE SLAUGHTERED. THE CALENDAR SERVED AS A POWERFUL REMINDER OF THE UNSETTLING REALITY OF THEIR LIVES BEFORE REACHING THE SLAUGHTERHOUSE.
2023
HEAD OF DESIGN:
LIAM THOMAS
DIRECTOR:
JEFF LOW
LIAM DAVID THOMAS
DESIGN & CREATIVE DIRECTION
SELECTED WORKS
2024
