LAV
Campaign against hunting

A multichannel campaign against hunting, to stop the slaughter that this activity causes every year, with both animals and humans as victims.
The client was LAV, a non-profit organization that fights against all forms of animal suffering.

To answer the brief, the concept “Stop shooting whoppers” (“Basta spararle grosse” in Italian) accused the clear duplicity of hunters: people that talk about their profound love for nature but that, as a matter of fact, only bring about death and devastation. The title highlights this hypocrisy, maintaining a clear and unmistakable reference to the context of hunting.

Print campaign

1) “What I love about hunting is staying in touch with nature.” – Giovanni, hunter for 20 years
2) “I go hunting to mantain the natural balance between species.” – Roberto, recent hunt enthusiast
3) “Sharing these moments in the quiet of the woods is amazing.” – Filippo, son and nephew of hunters

Radio campaign

30” radio
SPK 1: “I’m eight in line of succession to the British throne.”
SPK 2: “My cousin is an astronaut, soon he will be sent to Mars.”
SPK 3: “I only eat fried food but I lost 52 pounds in 2 weeks.”
SPK 4: “I hunt because I love nature.”
V.O.: Stop shooting whoppers: hunting is just an abomination. With your help we can stop it for good. Sign the petition against hunting on www.lav.it.

Social media video

Politics was quickly brought into the conversation, with a video that became viral. It underlined the shared responsibility of all Italian parties in ignoring the problem of hunting and doing nothing about it.

The campaign was featured on different Italian newspapers, especially when the Milan municipality blocked the prints from being displayed, saying the pictures chosen to send the message were too extreme and disturbing, which caused a lot of stir.