The Brief

Over 70% of the UK’s farmed animals live in unnatural, cruel factory farms and agriculture contributes to 52% of the world’s greenhouse gas emissions. World Animal Protection wanted to put the issue on the media agenda during COP26 and beyond with a creative campaign that had sustain beyond the global summit in Glasgow.

The Big Idea

Welcome to the Factory Farm Play Set, a hyper-real, modern adaptation of the traditional children’s farm play set toy complete with cramped, cruel conditions and a warning on the packaging about unseen emissions that are dangerous to children and adults.

Having made the product, we developed a social experiment to what happened when a group of children played with it and how they could ‘fix it’ for the animals. Our message was simple, ‘If children can see factory farming is wrong, why can’t we?’.

The Results

The visceral impact of the content resulted in 2.5m organic content views and 22 pieces of coverage including features in The Guardian, Independent, Daily Star, Design Taxi and global TV channel Euronews. PR Week selected it for Five COP Campaigns We Liked and it was included in Creative Moment’s Campaigns The Made a Mark in 2021. Factory Farm Play Set continued to generate global news articles and social share two months after its initial launch.