We delivered Australian Ethical’s most successful digital campaign ever, leveraging an internet staple — outrageous photos of adorably shocked animals — to inform animal lovers that their super might be invested in companies that engage in animal cruelty.

Australian Ethical approached us to tackle a touchy subject — animal welfare. More specifically, how to inform Australians that their superannuation investments may be contributing to animal cruelty without their knowledge. So we set about showing people that moving their money into a transparent and ethical fund can make a positive difference, as well as be a sound financial investment.

Many consumers understand the plight of some animals and do their bit to help, like buying free-range chicken eggs. Cows and pigs by comparison are literally pieces of meat to the average consumer. Our campaign aimed to point out the blindspots, from how our audience’s super may be contributing to animal cruelty, to the ways they can use their money to affect change — without being preachy or shaming.

We knew our audience would be shocked and defensive if they found out their money had contributed to harming animals. But who would be more shocked? The animals themselves. So we sourced photos of animals in such a deep state of shock that our audience would have to take notice — probably with a cheeky smile on their face. This lighthearted and eye-catching digital approach amplified our message by enlightening our audience to the plight of Australian farm animals with LOLs instead of guilts.

Nick Hunter
James Sykes
Kate Holdsworth
Katie McIntyre
Jason Fidel
Stephanie Grant, Madeline Huxley
Olivia Jeavons
Tom Spiers
Andreas Dominguez

We acknowledge the Traditional Custodians of the land upon which we create, the Gadigal People of the Eora Nation. We pay our respect to their Elders past and present, and extend that respect to all Aboriginal and Torres Strait Islander peoples today.

Always was, always will be, Aboriginal land.