Maggie Tyndall
Snapshot of a few campaign pieces with the title PETA

Objective

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.

Concept Statement

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?

An image of the Boston Common with sunny blue skies and green grass. In the park are several tombstones, each with different animals on them (chickens, pigs, cows, etc). There is a big gate at the entrance of the pop-up graveyard that says 1 Person's Food Graveyard. You can see the Peta logo and the campaign slogan on the left of the sign.
An image of Bryant Park in NYC with sunny blue skies and green grass. In the park are several tombstones, each with different animals on them (chickens, pigs, cows, etc). There is a big gate at the entrance of the pop-up graveyard that says 1 Person's Food Graveyard. You can see the Peta logo and the campaign slogan on the left of the sign. In the corner, you can see a mock social post showing a vigil at the park.
An image of protesters at the Boston Common pop up. This image is black and white and on PETA's website, which someone is looking at on an iPad.
An image of the NYC pop up with a phone screen in front, where a girl is taking a selfie on Snapchat. She is using the PETA snapchat filter, and the screen had PETA's logo and reads Whats your damage?
An image of the Paris catacombs - instead of human bones, there are animal bones inside. The whole scene is very dark with a big old sign in the center. The sign reads IT WOULD TAKE 9.100+ CATACOMBS* TO HOLD A YEAR'S WORTH OF EATEN ANIMAL REMAINS. *1 CATACOMB HOLDS 6 MILLION BODIES
An image of the Paris catacombs - instead of human bones, there are animal bones inside. The whole scene is very dark with a big old sign in the center. The sign reads IT WOULD TAKE 57 MINUTES TO FILL ONE CATACOMB* FULL OF ANIMALS KILLED FOR FOOD IN THE U.S. *1 CATACOMB HOLDS 6 MILLION BODIES
The catacomb ad in display inside a magazine.

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