Animal rights charity PETA has launched a “bold” new campaign to promote the digestive benefits of a vegan diet.
Titled ‘Good Sh*t’, the work was created in collaboration with agency Samy Alliance.
The marketing drive includes a hero spot and a series of animated GIFs that will run across platforms such as YouTube, Instagram and TikTok. It will also run across Spotify and out-of-home activations.
Mimi Bekhechi, PETA vice president, said: “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.
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“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 animal rights charity’s hero spot, filmed and produced by creative studio Flamboyant Paradise, features “singing poos” which aims to encourage the public to swap to a vegan diet through “humour and empathy”.
Santiago Lucero, Global CCO of SAMY Alliance added: “We set out to find the most distinctive and effective way to grab people’s attention in a competitive space like social media. Humor, animation, and music became the perfect channels to deliver this unexpected message.”
“The “Good Sh*t” campaign was built on the insight that depicting animal suffering can be counterproductive, often causing people to disengage. Simultaneously, a significant portion of the population (20%) struggles with constipation, which a vegan diet can help tackle.”
