To make a powerful impact, we had to think carefully about what to portray as the story, what style, and what perspective to use. After many brainstorming sessions with the team, we decided to convey PETA’s message through the story of a young turkey named Toby, told from his point of view.
Toby’s story was brought to life in a 2-minute 3D animation video. It starts with Toby escaping from a truck headed to the slaughterhouse, thanks to his mother’s quick thinking. A kind family rescues him and raises him as their own. On Christmas Eve, while watching TV, Toby spots a commercial with the same logo from the truck he escaped and panics, thinking his family might eat him for their Christmas meal. To his relief, the final scene reveals that his family is vegan, and they all enjoy a vegan Christmas dinner together.
The campaign was a huge success. The video spread everywhere, featured on news sites like TheDrum, Independent, and DailyMail. It even made it to a lively segment on Good Morning Britain, where PETA’s communication manager faced tough questions about not leaving meat-eaters alone. But what really mattered was that the video achieved its goal and got widespread attention!
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