为改善农场动物虐待，他们在通勤路上制造了“牢笼”体验

时间：2022-05-25 10:57:01 | 来源：行业动态

时间：2022-05-25 10:57:01 来源：行业动态

Serviceplan Campaign International公司在美国为世界动物保护协会推出了一个活动“Your Turn”（轮到你了）。活动通过一个试验，提高大众对牲畜在农场里的恶劣生存环境的认知，鼓励人们帮助牲畜过上逃离樊笼的生活，并在购买肉类产品的时候考虑一下动物们的待遇。



该试验活动在纽约中央车站执行并拍摄。当人们发现站内旋转门无法推动并试图挣脱出来的时候，就会显露出惊慌。这是为了反映出美国大多数工厂化农场牲畜被给予的不人性的生存条件。

在美国，每人每年平均消费的肉达270磅，几乎超过了其它所有国家。这种持续的对肉食的需求不断增加，导致拥挤的栅栏里饲养的牲畜越来越多，残酷的农场环境对动物以及人类和我们的整体环境都有不利影响。

美国有超过90亿只鸡是针对食用目的饲养的，占饲养牲畜的绝大多数，它们生活在暗无天日的鸡舍里。经过饲养，它们的体积超出一般的大，也因此过着痛苦的生活，寿命缩短。预计有95%头猪被饲养在农场里，在这里，4个猪妈妈们中有3个几乎一生都在栅栏里度过，也不能哺育幼崽，更不能与其它同伴同处。这对于交流性强且非常聪明的猪来说，简直是折磨。



“一旦人类形成一种习惯，改变起来就需要很长的过程。在解决像农场环境这样的问题时，就要用极端的方法才能让消费者看到这些事实。”Serviceplan Campaign International执行创意总监兼合伙人Thomas Heyen说。

世界动物保护协会美国执行总监Alesia Soltanpanah表示，工厂化农场是世界上最主要的一种动物虐行。有幸与Serviceplan合作开发出这个试验活动，让人们更加认识到美国几十亿动物媒体遭受的折磨。

“这个活动帮助我们进一步朝着终结工厂化农场的目标迈进。工业化农场是全球变暖的最大诱因，它给动物制造的生存环境导致人们开始常规使用动物抗生素以及超级细菌的增加。农场环境改善，对动物、人类和这个世界都有好处。”Soltanpanah说。



来自Instant Waves的导演Niklas Warnecke将试验活动制作成网络视频，视频投放时设置世界动物保护协会美国网站的链接，观众由此登录网站可进行捐款，以及查看更多关于慈善工作的重要信息。

案例信息

广告主：世界动物保护协会-美国

创意代理：Serviceplan Campaign International

文案：Melis Adiguzel

艺术总监：Sine Marie Harwits Hansen

执行创意总监：Thomas Heyen，Markus Kremer

首席创意官：Alex Schill

客户总监：Saskia Kroschewski

制作公司：Instant Waves

总监：Niklas Warnecke

音乐制作：2WEI Music

（原文发布于Little Black Book：https://lbbonline.com/news/commuters-experience-the-trauma-of-being-caged-in-powerful-stunt/《现代广告》独家享有LBBOnline中文版权）

LBBOnline|Commuters Experience the Trauma of Being Cagedin Powerful Stunt

Serviceplan

Serviceplan Campaign International launches 'Your Turn' for World Animal Protection US

The objective of the new World Animal Protection US experiment called ‘Your Turn’ is to raise awareness about the poor conditions farm animalsare held in and encourage people to help farm animals live cage-free lives andconsider animal welfare when purchasing meat.

Documented in Grand Central Station in NYC, the experiment showspeople as they panic whilst attempting to get out of turnstiles in the subway. It’s designed to illustrate the inhumane conditions faced by the majority offactory farmed animals in the United States. At an average of 270 pounds per person, per year, people in the US eat more meat than almost every other county. This unsustainable, increasing demand for meat forces more and more animals into overcrowded, cruel factory farms with detrimental impacts for animals, people and the environment.

In the United States more than nine billion chickens are raised for food, the vast majority in overcrowded sheds where they never see the light of day. They are bred to grow abnormally large resulting in short, painful lives. An estimated 95 percent of pigs are raised on factory farms where three out of four mother pigs spend almost their entire lives in a cage, unable to care for their piglets and interact with their fellow pigs. For these social, intelligent animals this is a life of torture.

Thomas Heyen, executive creative director and partner, Serviceplan Campaign International commented: “Once a human being forms ahabit, it’s a long way to change it. You need drastic measures to open the eyes of the consumer. Especially when it comes to addressing problems like factory farming.”

Alesia Soltanpanah, executive director, World Animal Protection US said: “Factory farming is the largest form of animal cruelty in the world.We are grateful for the opportunity to work with Serviceplan to develop this experiment to raise awareness of the suffering that billions of animals experience every day in the United States.”

“This project will assist us in furthering our goal to end factory farming. Industrial farms are the single largest cause of global warming and the conditions in which animals are raised leads to the routine use of antibiotics for animals and the rise of superbugs. Higher welfare farming is better for animals, people and the planet,” continued Soltanpanah.

The documentation was put into an online film directed by Niklas Warnecke fromInstant Waves and music composed by 2WEI Music. The film links to the World Animal Protection US website where people can make a donation or find out more about the vital work of the charity.

CLIENT

ADVERTISER: World Animal Protection US

CREATIVE AGENCY

CREATIVE AGENCY: Serviceplan CampaignInternational

COPYWRITER: Melis Adigüzel

ART DIRECTOR: Sine Marie Harwits Hansen

EXECUTIVE CREATIVE DIRECTOR: ThomasHeyen, Markus Kremer

CHIEF CREATIVE OFFICER: AlexSchill

ACCOUNT DIRECTOR: Saskia Kroschewski

PRODUCTION COMPANY

PRODUCTION COMPANY: Instant Waves

DIRECTOR: Niklas Warnecke

MUSIC

MUSIC PRODUCTION: 2WEI Music

CATEGORY: CORPORATE AND SOCIAL, ENVIRONMENTAL

GENRE: STUNTS

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