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Partnering with PETA for National Chicken Month to create a subversive ad that upends the food conversation and challenges the public’s perception of "chicken" as a commodity.
The mandate was to break through industry-driven messaging by placing chickens as the "experts" watching a human focus group in horror.
This direct, satirical perspective challenges the viewer to see the "product" as a living individual.
Directed by Fons Schiedon, we utilized a full-service production approach—encompassing live-action, design, edit, animation, and finishing—to deliver high-impact satire with commercial-grade polish.
The campaign’s success relied on creating a viral shock moment that served as a visceral reminder that chickens are living, breathing, intelligent individuals.
By utilizing humor and a familiar corporate setting as a Trojan horse, the project successfully drove a mainstream conversation toward empathy, animal rights, and veganism.
Client - Peta
Creative Director - Fons Schiedon
