Zoo animals sometimes display a form of obsessive compulsive disorder, performing repetitive actions that may indicate mental suffering, also known as “zoochosis”. To draw attention to this and denounce the cruelty of zoos, animal rights group Bite Back and the agency FamousGrey turned to Instagram. One of its most popular features is Boomerang, which lets you turn short films into endlessly repeating clips. Short films of animals performing repetitive acts were posted on Instagram, accompanied by the caption: “This is not a Boomerang.” A call to action invited users to find out more about the phenomenon. The ads were also geo-tagged so they popped up on users’ phones at the zoo, confronting them with the uncomfortable message. 

TitleNot a Boomerang
Campaign Not a Boomerang
Advertiser Bite Back
Brand Bite Back

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Date of First Broadcast/Publication Subscribers Only
Business SectorSubscribers Only
Media Type Social Media

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