Industrial Chickens
Client: Animal Protection Denmark | 2018 | Art Direction, Concept, Photoshop, Print
Millions of industrial chickens will never see the light of day. They live on so few square meters that they cannot move without stepping on each other. They grow so fast that their legs can't keep up. It is worrying in relation to animal welfare and something that Animal Protection wanted the costumers to realise.
Award winning and
brave chickens
When we got this task, to showcase the cruelty commited to industrial chickens, we at mindshare found that we needed to illustrate the inhumanity of it all.
No fresh air, no free space and no sleep. It sounds like a fascist regime has taken over.
But this is the reality for industrial chickens in Denmark.
Something had to be done. We gave the chickens a make-over, and gave them the expression of what they truly felt about this ordeal.
Animal protection Denmark made a label so the consumer was able to make a difference.
With the label the production would ensure a good and healthy life for the animals.
We decided to focus on the lack of space by having the chicken be crushed in printed advertisements and on social media.
To showcase their lack of fresh air we had our outdoor chickens be wrapped in plastic as to show they were getting none of it.
And finally we had a huge billboard be lit up by 20 lamps at night, so our chickens would have no chance of sleep.
- Seen in Lurzer's archive
- Silver Creative Circle
