LONDON, UK – PETA, creative agency Samy Alliance, and production company Flamboyant Paradise have created a stinkin’ cute, animated video featuring an army of “singing poos” proclaiming that being vegan is “good sh*t” – because research shows that eating whole and healthy vegan foods is a gift for your gut, curbs constipation, and keeps toilet time regular. Animal-derived foods, on the other hand, lack the fibre bodies need for optimal digestion and cause a variety of health woes, including obesity and high cholesterol.
“We set out to find the most distinctive and effective way to grab people’s attention in a competitive space like social media – and give them a meaningful reason to consider going vegan. Humor, animation, and music became the perfect channels to deliver this unexpected message,¨ explained Santi Lucero, Global CCO at SAMY.
“Keeping meat off our plates is the best thing for animals and the planet, and as this video shows, it’s great for a healthy digestive system, too,” adds PETA Vice President Mimi Bekhechi. “For anyone who has the heart to go vegan and wants the guts to go with it, PETA stands ready to help everyone join the movement.”
The World Health Organization defines processed meat as “carcinogenic to humans” and warns that consuming red and processed meats ups your risk of colorectal cancer, while a review of 49 studies involving three million people found that animal-free eating safeguards against all digestive system cancers, including colorectal cancer.
The spot will run across PETA’s social media channels. The group has also created stickers, which will be strategically placed across the UK to promote the campaign.
PETA – whose motto reads, in part, that “animals are not ours to eat” – points out that Every Animal Is Someone and offers free Empathy Kits. For more information, please visit PETA.org.uk or follow PETA on Facebook, X, TikTok, or Instagram.
CREDITS
Title: “Good Sht”*
Client: PETA
Agency: Samy
Global CCO: Santi Lucero
Creative Director: Santi Lucero
Copy: Santi Lucero, Adrián Rey, Nicolás Larroquet
Art Director: Santi Lucero
Strategy Director: Julia Kaiser
Account Director: Santi Lucero
Production Company: Flamboyant Paradise
Directors: Javier Lourenço & Alvarez Ortega Bianchi
Executive Producer: Javier Lourenço
Producer: Julia Macarena Novío
Character & Environment Design: Alvarez Ortega Bianchi
Story Board: Mariano Aponte
Animators: Esteban Dunand, Juana V. Lin, Lena Mandel, Malena Medel, Evelyn Martí, Jerónimo Fernández, Catalina Lorente, Sofía Belén Sosa, Agustín Martínez Ludueña, Nicolás Carmona
Editing: Nicolás Politi, Sebastián Hecker
Music and Sound Design Company: Noroeste Music
Composition: Pedro Gómez, Javier Lourenço, Santi Lucero
Sound Design and Mix: Martín Chebli Murad
Singer: Patrissia Lorca
