Animal welfare claims aren’t regulated. DuBreton competitors try to confuse the consumers with a seemingly more human offering, without independent certification.
The objective was to raise awareness about Organic Canada and Certified Humane, an independant certification which ensures good living conditions for the farm animals.
I created the campaign Life of Pigs, including two educational videos, a microsite, an online quiz and targeted web banners. The playful imagery facilitated the comprehension of a technical and sensitive matter.