Three broiler chickens in various stages of production - reflects on their situation as proud citizens under the ”World’s best animal welfare system.”

In this campaign for Djurens Rätt, a Swedish animal rights organization, we developed a script that addresses Sweden’s animal rights laws from the perspective of chickens, using a tone of dark humor to highlight the issue.

Creating an engaging charity film can be challenging, as they often rely on distressing images making viewers reluctant to watch.

To address this, we used a creative approach that disguised information as entertainment, avoiding desperate pleas for sympathy or lecturing. The aim was to reach a wide audience, and generate interest around the subject while being accessible to all viewers, regardless of their activism.

🥇 Gold, Film Craft / Outstanding Animation at CRESTA
🥇 Best Animated ad at Roygalan, celebrating the best in Swedish advertising film craft.
✅ Shortlisted for Cannes Lions, TV/Cinema Film: Sectors: not-for-profit category.

Djurens Rätt experienced a surge in new members during the spring and summer, which they attribute to "The World's Best Animal Welfare" campaign. The campaign had a high reach across various platforms and contributed to fundraising efforts. The film received positive reactions from followers and helped increase brand awareness.