Raw has created a website to encourage people to stop buying factory-farmed turkeys.
Rather than relying on shock-tactics and video, the Salford-based agency has instead turned to animation, producing Let’s Talk Turkey completely in-house using CSS3.
With around 90% of the turkeys being eaten on Christmas Day being factory farmed, the agency decided to show what kind of life the birds lead before facing the chop.
“We have worked with food chains in the past but this year has seen a real shift in our own studio culture, with 4 out of 7 of the team being predominantly vegetarian, and with the horse meat scandal earlier in the year, more and more people seem to be waking up to the realities of the factory meat industry,” explained Rob Watson, Raw’s creative director.
“The problem we see with many mainstream activist campaigns is that they all too often have the opposite effect or are poorly executed. We really wanted to create something that was simple, engaging and positive, showing audiences that there are so many other options to choose from.”
The website also illustrates what happens to free-range and organic-farmed turkeys.