為改善農(nóng)場動物虐待，他們在通勤路上制造了“牢籠”體驗

時間：2022-05-25 10:57:01 | 來源：行業(yè)動態(tài)

時間：2022-05-25 10:57:01 來源：行業(yè)動態(tài)

Serviceplan Campaign International公司在美國為世界動物保護(hù)協(xié)會推出了一個活動“Your Turn”（輪到你了）?；顒油ㄟ^一個試驗，提高大眾對牲畜在農(nóng)場里的惡劣生存環(huán)境的認(rèn)知，鼓勵人們幫助牲畜過上逃離樊籠的生活，并在購買肉類產(chǎn)品的時候考慮一下動物們的待遇。



該試驗活動在紐約中央車站執(zhí)行并拍攝。當(dāng)人們發(fā)現(xiàn)站內(nèi)旋轉(zhuǎn)門無法推動并試圖掙脫出來的時候，就會顯露出驚慌。這是為了反映出美國大多數(shù)工廠化農(nóng)場牲畜被給予的不人性的生存條件。

在美國，每人每年平均消費的肉達(dá)270磅，幾乎超過了其它所有國家。這種持續(xù)的對肉食的需求不斷增加，導(dǎo)致?lián)頂D的柵欄里飼養(yǎng)的牲畜越來越多，殘酷的農(nóng)場環(huán)境對動物以及人類和我們的整體環(huán)境都有不利影響。

美國有超過90億只雞是針對食用目的飼養(yǎng)的，占飼養(yǎng)牲畜的絕大多數(shù)，它們生活在暗無天日的雞舍里。經(jīng)過飼養(yǎng)，它們的體積超出一般的大，也因此過著痛苦的生活，壽命縮短。預(yù)計有95%頭豬被飼養(yǎng)在農(nóng)場里，在這里，4個豬媽媽們中有3個幾乎一生都在柵欄里度過，也不能哺育幼崽，更不能與其它同伴同處。這對于交流性強(qiáng)且非常聰明的豬來說，簡直是折磨。



“一旦人類形成一種習(xí)慣，改變起來就需要很長的過程。在解決像農(nóng)場環(huán)境這樣的問題時，就要用極端的方法才能讓消費者看到這些事實。”Serviceplan Campaign International執(zhí)行創(chuàng)意總監(jiān)兼合伙人Thomas Heyen說。

世界動物保護(hù)協(xié)會美國執(zhí)行總監(jiān)Alesia Soltanpanah表示，工廠化農(nóng)場是世界上最主要的一種動物虐行。有幸與Serviceplan合作開發(fā)出這個試驗活動，讓人們更加認(rèn)識到美國幾十億動物媒體遭受的折磨。

“這個活動幫助我們進(jìn)一步朝著終結(jié)工廠化農(nóng)場的目標(biāo)邁進(jìn)。工業(yè)化農(nóng)場是全球變暖的最大誘因，它給動物制造的生存環(huán)境導(dǎo)致人們開始常規(guī)使用動物抗生素以及超級細(xì)菌的增加。農(nóng)場環(huán)境改善，對動物、人類和這個世界都有好處。”Soltanpanah說。



來自Instant Waves的導(dǎo)演Niklas Warnecke將試驗活動制作成網(wǎng)絡(luò)視頻，視頻投放時設(shè)置世界動物保護(hù)協(xié)會美國網(wǎng)站的鏈接，觀眾由此登錄網(wǎng)站可進(jìn)行捐款，以及查看更多關(guān)于慈善工作的重要信息。

案例信息

廣告主：世界動物保護(hù)協(xié)會-美國

創(chuàng)意代理：Serviceplan Campaign International

文案：Melis Adiguzel

藝術(shù)總監(jiān)：Sine Marie Harwits Hansen

執(zhí)行創(chuàng)意總監(jiān)：Thomas Heyen，Markus Kremer

首席創(chuàng)意官：Alex Schill

客戶總監(jiān)：Saskia Kroschewski

制作公司：Instant Waves

總監(jiān)：Niklas Warnecke

音樂制作：2WEI Music

（原文發(fā)布于Little Black Book：https://lbbonline.com/news/commuters-experience-the-trauma-of-being-caged-in-powerful-stunt/《現(xiàn)代廣告》獨家享有LBBOnline中文版權(quán)）

LBBOnline|Commuters Experience the Trauma of Being Cagedin Powerful Stunt

Serviceplan

Serviceplan Campaign International launches 'Your Turn' for World Animal Protection US

The objective of the new World Animal Protection US experiment called ‘Your Turn’ is to raise awareness about the poor conditions farm animalsare held in and encourage people to help farm animals live cage-free lives andconsider animal welfare when purchasing meat.

Documented in Grand Central Station in NYC, the experiment showspeople as they panic whilst attempting to get out of turnstiles in the subway. It’s designed to illustrate the inhumane conditions faced by the majority offactory farmed animals in the United States. At an average of 270 pounds per person, per year, people in the US eat more meat than almost every other county. This unsustainable, increasing demand for meat forces more and more animals into overcrowded, cruel factory farms with detrimental impacts for animals, people and the environment.

In the United States more than nine billion chickens are raised for food, the vast majority in overcrowded sheds where they never see the light of day. They are bred to grow abnormally large resulting in short, painful lives. An estimated 95 percent of pigs are raised on factory farms where three out of four mother pigs spend almost their entire lives in a cage, unable to care for their piglets and interact with their fellow pigs. For these social, intelligent animals this is a life of torture.

Thomas Heyen, executive creative director and partner, Serviceplan Campaign International commented: “Once a human being forms ahabit, it’s a long way to change it. You need drastic measures to open the eyes of the consumer. Especially when it comes to addressing problems like factory farming.”

Alesia Soltanpanah, executive director, World Animal Protection US said: “Factory farming is the largest form of animal cruelty in the world.We are grateful for the opportunity to work with Serviceplan to develop this experiment to raise awareness of the suffering that billions of animals experience every day in the United States.”

“This project will assist us in furthering our goal to end factory farming. Industrial farms are the single largest cause of global warming and the conditions in which animals are raised leads to the routine use of antibiotics for animals and the rise of superbugs. Higher welfare farming is better for animals, people and the planet,” continued Soltanpanah.

The documentation was put into an online film directed by Niklas Warnecke fromInstant Waves and music composed by 2WEI Music. The film links to the World Animal Protection US website where people can make a donation or find out more about the vital work of the charity.

CLIENT

ADVERTISER: World Animal Protection US

CREATIVE AGENCY

CREATIVE AGENCY: Serviceplan CampaignInternational

COPYWRITER: Melis Adigüzel

ART DIRECTOR: Sine Marie Harwits Hansen

EXECUTIVE CREATIVE DIRECTOR: ThomasHeyen, Markus Kremer

CHIEF CREATIVE OFFICER: AlexSchill

ACCOUNT DIRECTOR: Saskia Kroschewski

PRODUCTION COMPANY

PRODUCTION COMPANY: Instant Waves

DIRECTOR: Niklas Warnecke

MUSIC

MUSIC PRODUCTION: 2WEI Music

CATEGORY: CORPORATE AND SOCIAL, ENVIRONMENTAL

GENRE: STUNTS

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