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For National Chicken Month, we partnered with PETA to create a subversive ad that upended the food conversation. It features an unforgettable focus group—run entirely by chickens—who are appalled by how humans view them.
The mandate was to break through industry-driven messaging by flipping the script: chickens became the "experts" watching in horror as a human focus group described eating their "severed limbs." This direct, satirical perspective challenged the public's perception of "chicken" as mere product.
The campaign's success was in creating a viral, humorous shock moment that served as a visceral reminder that chickens are "living, breathing, intelligent individuals" and driving a mainstream conversation toward empathy and veganism.
Directed by Fons Schiedon, we utilized a full-service production approach—live-action, design, edit, animation, and finishing—to deliver a high-impact, commercial-grade piece of satire. This end-to-end control, in partnership with a recurrent client, ensured the provocative message was delivered with maximum polish and precision.
The campaign's success was in creating a viral, humorous shock moment that served as a visceral reminder that chickens are "living, breathing, intelligent individuals" and driving a mainstream conversation toward empathy and veganism.
Client - Peta
Creative Director - Fons Schiedon
