Scholz & Friends Zurich and Vier Pfoten stand up for "farm animals"
Scholz & Friends Zurich and Vier Pfoten Switzerland are launching a new campaign to promote animal welfare and more conscious consumption.
As part of a successful agency pitch, Scholz & Friends Zurich developed a central idea for Vier Pfoten that strengthens respect for animals. The aim is to encourage consumers to consume meat ethically and responsibly or to avoid it altogether, thereby improving the welfare of so-called "farm animals" such as pigs, cows and chickens.
Under the motto "Get to know the animal. Consume more consciously." the campaign contributes to reversing the frequent decoupling of meat and animals. To this end, it focuses on the intelligence and sensitivity of animals and shows in an emotional way that they are sentient beings with individual needs. Surprising facts about the individual farm animal species are intended to raise awareness of animal welfare. The appeal "Reduce. Refine. Replace." also calls on people to reduce their personal consumption, pay attention to certified species-appropriate husbandry and look out for plant-based alternatives.
"With this new, creative campaign platform, we want to make an important contribution to the welfare of so-called 'farm animals' in Switzerland," says Katrin Streb, Head of Communications Switzerland at Vier Pfoten. "We are convinced that, together with Scholz & Friends Zurich, we can persuade people to change their way of thinking, which is urgently needed."
The multi-year orchestrated campaign is now on air in German-speaking and French-speaking Switzerland with different motifs in online video, social media and Out of Home.
Responsible at Vier Pfoten: Katrin Streb, Head of Communications Switzerland; Nadine Treml, Marketing Manager; Julia Fischer, Campaign Manager for Livestock and Nutrition. Responsible at Scholz & Friends Zurich: Barbara Hartmann, Joana Faria, Franziska Stäger, Martin Arnold, David Fischer (Creation) Ramona Zwyer, Nhan Nguyen, Lena Altorfer, Mathias Rösch (Consulting & Strategy). Responsible at Mcqueen Films (film production): Natascha Vavrina (director & DOP), Philipp Petersson, Clemens Petersson (producers), Sven Germann (photography). Media: Sir Mary.
