Bet on one vegan feedingor that dispenses with animal meat, is positive for the planet and also for a better health of the digestive system. These are some of the attractive advantages that a handful of animated feces stand out with an ingenious song in the new campaign of Peta (People for the Ethical Treatment of Animals) United Kingdom.

With a creative concept devised by Samy Alliance and with production of Flamboyant ParadiseThe organization proposes a musical short film of animation that highlights the physical and emotional benefits of a vegan diet. Thus, not only gives stool prominence, but also to various organs of the body, especially those linked to the digestive process. Plant foods also have presence, such as fruits and vegetables.

Thus, “Good Shit” is committed to a irreverent and casual humor, a positive and fun approach, and a Kawaii aesthetics, linked to the universe of emojis, stickers and Japanese culture and with a style Cute and naïve. It is a notorious contrast with some of the previous campaigns launched by PETA, which have opted for hyperrealism and visual metaphor as lever to raise awareness about the fight against animal abuse.

As they point out from the agency in a statement, the campaign starts from a process of Research and Social Listening which has allowed them to identify a series of insights. On the one hand, one linked to the approach, which is the fact that suffering can cause rejection and hinder the Emotional connection With the cause. And on the other, related to The problem Added, which is the fact that constipation affects 20% of the world’s population and its best remedy is a diet rich in fiber, which serves as a terrain on which to inspire and motivate a change in habits without resorting to guilt.

“With these insights we focus on how to capture attention on an environment as competitive as social networks and give people a clear reason to consider veganism”; Said, on the other hand, Santiago Lucero, global creative director of Samy Alliance and creative director of the campaign.”Humor, animation and music are key to delivering the message“

“Avoid meat in our dishes is the best we can do for animals and the planet, and as this video shows, it is also excellent for a healthy digestive system “Mimi Bekhechi, Vice President of Peta, has commented in a statement. “For those who have their hearts put on vegan and “the intestine” to do so, Peta is ready to help them join the movement“

It refers to the challenge that, together with the campaign, they launch from Peta. As can be seen in the web space dedicated to the initiative, which also collects more information on the advantages of a vegan diet, the organization encourages Adopt a vegan diet for 30 days. To do this, from PETA they undertake to send information on a regular basis with keys and advice to get the most out of the change in habits.

In addition to the digital spot, the campaign includes a series of optimized animated GIFs for platforms such as YouTube, Instagram and Tiktok. It will also be executed on audio platforms such as Spotify and outdoor advertising actions, to maximize the impact.