Animals Australia taps into anti-social behaviour in its latest campaign about cage eggs via LOUD

Bad Egg print ad (1).jpgLOUD, in partnership with its long-standing client, Animals Australia, has today launched a campaign to highlight the number of cage eggs still being purchased by consumers. 

Despite increased awareness of the suffering of hens in battery cages, nearly half of all eggs purchased in supermarkets are still cage eggs. While increased concern about animal welfare has driven significant change in recent years, there is a segment of the population which hasn't been swayed on welfare grounds. 

VIEW THE FIRST SPOT
VIEW THE SECOND SPOT
VIEW THE THIRD SPOT
LOUD had to develop a new narrative to change behaviour.  They want ethically conscious people aka good eggs to put social pressure on those bad eggs who still fill their supermarket trolleys with cage eggs.

Public campaigns on this issue have so far only focused on ethical and welfare concerns. This message has only reached a part of the population so it was felt a different approach was needed. The agency needed to reach people who cannot be swayed on welfare grounds. 85% of women for example say they think battery cages are cruel and should be banned however half of eggs sold in supermarkets are cage eggs. There is a huge disconnect between what people say they think and what they eventually do. The agency had a real opportunity to use social norms to address this challenge.

LOUD was also aware that many people struggle to emotionally connect with hens, despite the fact they share the capacity of any other animal to suffer - dogs, cats, horses, whales, pigs etc. Rather than rely on evoking empathy for hens, the agency wanted to make purchasing cage eggs socially unacceptable.  One important insight is that cage egg purchasing is not a matter of socioeconomics. Consumer research reveals that values will trump price for people across all income brackets.

LOUD's cage eggs campaign taps into anti-social behaviour that happens everyday at your local supermarket and creates a connection to the cage eggs sold via a giant cage egg with no moral compass. The tone was key. Humour is a powerful way to emphasise the bad egg's anti-social behaviour but it also arms supermarket judges to shake their heads at the bad eggs in their midst.

Animal welfare and poorly treated battery hens has been a narrative that many people have been exposed to. Taking the moral high ground by making purchasing cage eggs socially awkward led to a creatively fresh approach into a well-understood problem.

Says Lorraine Jokovic, CEO, LOUD: "LOUD has created yet another campaign with Cultural Currency. By using the term 'bad egg' that is part of our everyday vernacular we are arming ethically-conscious consumers to pass on judgment in a humorous and powerful way."

Says Lisa Chalk, communications director, Animals Australia: "To their absolute credit, with 'Bad Egg', LOUD has really pushed the boundaries as to what a campaign against animal cruelty can look like. Creating social change is all about being bold, taking risks and forging a path where there isn't one. This campaign ticks all those boxes."

Says Steven Thomson, ECD, LOUD: "Here we employ off-beat humour to remind consumers that if big retailers won't make changes to their buying habits, they can make it for them. Hence our campaign sign-off line, 'If you don't buy them, they won't sell them'."

The campaign will cover TV, OOH, digital and an online component that involves the bad egg continuing his behavior into the social media realm.

Agency: LOUD
Steven Thomson - ECD/Writer
Gerry Cyron - Head of Planning and Innovation
Leoni Simon - Planner
Paul Bennell  Creative Director
Kiah Barker - Art Director
Oliver Drummond - Senior Account Manager
Steve Dube - Agency Producer

Agency Partners:
Director - Ben Nott
Production Company - World Wide Mind
Post Production - Heckler
Media - Chaos media

15 Comments

Cracked me up said:

Tough to do the old guy in a suit gag again but these work especially the tins one.

Old CD Guy said:

The cumulative effect is greater than the individuals. Not sure about this idea, given all the ways one could approach the subject.

Do you shoot these on an iPhone? said:

I don't mind the idea but they really look like you couldn't afford to allow anyone to speak in them.

@oldcdguy said:

Old CD Guy - your constant negativity is making a monty of the blog...
Glass houses my friend.

what he said said:

old seedy guy failed to get the gig at Loud and instead spends his empty days just trolling others who are actually working. what a sad little man you have here on your forum Lynchy. perhaps its time to cut him loose or expose his DR folio for all to see...

@what he said said:

as a young CD guy, this is not great... just isnt mate, simple as that... cheer up

I like eggs said:

I usually like my eggs poached but these are tasty. Tins one came across well on tv.

Old CD Guy said:

@oldcdguy;

I refer you to my effusive praise for the Bonds electronic temperature billboard just days ago.

Nobody appreciates, welcomes or applauds great work more than I do.

The trouble is, it's so rare.

Bless the beasts and the chickens said:

It's so goddam depressing that people care so little for other sentient beings we have to resort to this.

gold CD Guy said:

I only come here for the Old CD Guy's perspective FFS

@oldcdguy said:

You've been slamming work on here every day for the better part of a year. Time to wind it back a bit. Seriously.


If you're so concerned about the standard of work, it would be great to see what you're doing to improve it.

@oldcdguy said:

you're everything that's wrong with the local industry. bitchy, negative, judgemental and worst of all, ignorant. And i assume by your the amount of free time you seem to have, unemployed or retired. Either way your opinion lacks relevance geezer. get a life...

Groucho said:


@@oldcdguy perhaps he has become an irritant to you. If your writing is always as bad as your post that would explain why you think you are the only one allowed an opinion.

sides said:

The oldCDguy is a negative old twat, but if i had to take sides between him and this work, oldCDguy all the way.

So you know... said:

It doesn't actually matter what any of you think.

Leave a comment