| Title | Laboratory mice «Paragraph sign» |
| Brief | Situation:Switzerland is known for its pharmaceutical industry. Unfortunately, a lot of animal testing is still done. 85% of all animal testing is done on mice or rats. This is despite the fact that the anatomy of humans and animals is very different.Solution:Laboratory mice in a small sterile glass box remind us of their rights by desperately forming the paragraph sign. Of course, the mice were not exposed to the stress of a photo shoot. They were brought to life using CGI at Carioca Studio.Media:Ads in opinion-forming newspapers, billboards around big pharma companies, postcards to Swiss politicians and social media.Result:The campaign has triggered debates in Switzerland. Also in politics, whose commitment is essential for a stricter animal protection in Swiss legislation. |
| Agency |
Ruf Lanz Werbeagentur
|
| Campaign |
Laboratory mice «Paragraph sign»
|
| Advertiser |
Foundation Tier im Recht
|
| Brand |
Tier im Recht
|
| Date of First Broadcast/Publication |
2022 / 12
|
| Business Sector | Animal Rights/Safety/Adoption
|
| Story | The Foundation Tier im Recht (= Rights for Animals) advocates for a strong legal protection of animals. The main purpose of its actions is the improvement of the human-animal relationship in a legal, ethical and social sense. |
| Media Type |
Print
|
| Creative Director |
Markus Ruf
|
| Art Director |
Isabelle Hauser
|
| Copywriter |
Markus Ruf
|
| Account Executive |
Carlotta Biffi
|
| Photography / Illustration |
Carioca Studio c
|
| CGI |
Carioca Studio c
|
| Client Supervisor |
Gieri Bolliger
|
| Client Supervisor |
Christine Künzli
|
| Client Supervisor |
Vanessa Gerritsen
|
