In groceries there are often ingredients of animals to be found,
which are not declared on the packaging.
Those "hidden animals" are illustrated in a campaign with 3 different images.
In contrast to general animal rights related advertising which often communicates
through shocking imagery of dead animals, the campaigns conveys a cute and fun
atmosphere to sympathize with the animals.
The images have a postive and cute atmosphere to create an emotional connection with the viewer, they don't communicate
with typical, shocking imagery of dead animals.
The headlines are german wordplays and demonstrate the irony, that you actually eat animal products that you don't know about.
overview
usecase mockups
All of the works are part of the university class "LIMITLESS" by Prof.Jutta Simson at Potsdams university of applied sciences.
