Raise awareness of Peta's “End Speciesism” campaign and bring the ideas and philosophy behind these efforts to a global audience. Deliverables include a tv spot, print ads, and a pop-up graveyard in various big cities.
You're not stupid; you understand that the food you eat comes from animals. But do you? When you see burgers, cutlets, and filets - you think food. You don't think about how or what goes on before the stage we come in. Now, you may think it's natural, but it's not. We've been programmed at a young age to turn an eye to the excessive damage we cause. Everyone's at fault, but what if we started to take control? Becoming vegan overnight is a giant leap; we get that. But we can understand our impact and start making mindful decisions with our diets. Start reducing our footprint one meal at a time. Before you crack open that lobster, open your eyes and ask yourself, what's your damage?
What if we brought the What's Your Damage campaign to the Super Bowl?
Created for the 2023 Young Ones Challenge.
Art Director: Maggie Tyndall
Copywriter: Matt Gross