PETA - "Beware the Octocurse"

Grey London

Grey London London, United Kingdom

Awards

1795

This ad is part of the ACT Responsible Collection

Brand: PETA
Country: United Kingdom

Advertiser: People for the Ethical Treatment of Animals PETA

Title	Beware the Octocurse
Agency	Grey London
Campaign	Octocurse
Advertiser	People for the Ethical Treatment of Animals PETA
Brand	PETA
Date of First Broadcast/Publication	2022 / 10
Business Sector	Environmental & Animal Issues
Story	Octopuses are beautiful creatures. They’re seen as "Einsteins of the sea”. They also feel joy and excitement as well as pain and fear. But there are plans to build the world's first octopus farm in Gran Canaria. The problem is charities often have a finger waggy tone of voice. So how do you challenge people to rethink eating octopus without feeling like it’s yet another charity telling you off? Easy. We told the truth. We told people the octopus is cursed. We created a 360 campaign of guerrilla posters, memes, QR codes revealing secret menus on octopus serving restaurants, warning stickers on octopus products, and a very real film showing the very real effects of eating octopus all as a reminder for people to stay human and not eat octopus.
Media Type	Television
Length	91 seconds
Production Company	Biscuit Filmworks UK
Audio Post Production	750mph
Advertising Manager	Elisa Allen
Advertising Manager	Vanessa Johansson
Global Chief Creative Officer	Javier Campopiano
President	Laura Jordan Bambach
Chief Creative Officer	Laura Jordan Bambach
Executive Creative Director	David Wigglesworth
Art Supervisor	Costanza Rossi
Creative Director	Cesar Herszkowicz
Chief Strategy Officer	Raquel Chicourel
Account Planner	Asad Shayk
Managing Director	Jonny Tennant-Price
New Business Lead	Katherine Goodale
Group Business Director	Ayesha Datoo
Executive Producer	Maxine Hose
Agency Producer	Anthony Borkett
Designer	Stuart Leung
Production Company Producer	Kwok Yau
Executive Producer	Samantha Chitty
Managing Director	Rupert Reynolds-Maclean
Executive Producer	Rupert Reynolds-Maclean
Head of Production	Polly Du Plessis
Production Manager	Thom Green
Director	Jeff Low
Director of Photography (DOP)	Matthew Emvin Taylor
Production Designer	Lucie Red
Editing Company	Shift Post
Post Production	Untold
Editor	Saam Hodivala
Colorist	Julien Alary
Special Effects / VFX	Alex Kulikov
VFX Artist	Michael Korniltsev
VFX Artist	Felicia Petersen
VFX Artist	Lucas Girault
VFX Artist	Lewis Hodd
Executive Producer	Ian Berry
Production Company Producer	George Reid
Creative Director	Alexandru Vasile
Creative Director	Cameron Sutherland
Head of Design	Sunir Patel
Production Company Creative Director	Ben Cronin