NIGELLA by GPY&R Brisbane for RSPCA

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NIGELLA

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Industry Environmental & Animal Issues
Media Radio
Market Australia
Agency GPY&R Brisbane
Creative Director Piet Human, David Joubert
Production Voice Plant
Released August 2010

Credits & Description

Category: Fundraising & Appeals
Advertiser: RSPCA
Product/Service: CHICKEN FARMING
Agency: GEORGE PATTERSON Y&R
Creative Director: David Joubert/Piet Human
Scriptwriter: Michael Kennedy
Agency Producer: Kohbe Vela
Account Manager: Jessica Hughes
Production Company: VOICE PLANT, Brisbane, AUSTRALIA
Sound Studio: Voice Plant
Sound Engineer: David Champion
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: GEORGE PATTERSON Y&R, Brisbane, AUSTRALIA

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: Daytime TV music FVO: In your kitchen we’re having Chicken Under Duress. One conventionally farmed chicken – note the genetically enhanced breast meat. Rub in olive oil and cram into an undersized dish – much like the conditions in which it was raised. Add bruises, broken bones and blistered skin from the droppings in the floor litter... ANN: What are you cooking with? For the right choices of certified organic and free-range chickens, visit chickenrights.rspcaqld.org.au

Brief Explanation
Of the 470 million chickens currently in farms, 96% are grown in sheds with little more than an A4-sized area which to spend their lives. Forced to roost in excrement, they often suffer ammonia burns and blistering to the skin. We brought this to the attention of the chicken-eating public in a way that didn't immediately confront the issue and result in immediate dismissal – eg. 'that’s just a radical animal-lover’s viewpoint'. The 'recipe' approach delivered the 'chicken rights' message in an engaging yet stealthy manner, drawing particular attention to the specifics of farming cruelty within a 'digestible' context.