Using brutal imagery and shock tactics, animal advocacy groups had developed several elaborate campaigns encouraging retailers not to stock and sell cage eggs.

To counter what was becoming viewer fatigue at this, we opted for a lo-fi and humorous approach to this very serious topic, encouraging consumers to protest with their wallets.

The campaign lived as punchy 15-second TVC’s, engaging OOH executions and an online component featuring our anti-hero continuing his obnoxious behaviour into the social realm.