Recipe, 2

Agency Network: 
October 2007


Print advertisement created by Loud, Australia for Animals Australia, within the category: Public Interest, NGO.

Advertising Agency: Loud, North Sydney, Australia
Creative Director: Andy Firth
Art Director: Darren Seddon
Copywriter: Joe Van Trump
Photographer: Adrian Lander
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Chris's picture

I feel sorry for the pigs, but that pie still looks dam appetizing.

Activity Score 1935
Art Director
monicamexico's picture

You need stronger negative headlines to combat the nice photos. The first one was closer - about the piglet.

Activity Score 830
raverus's picture

looks yummy, makes me eat more

Activity Score 1476
Art Director
Pete2's picture

Turn the page.

Activity Score 720
Creative Director at
Barbara Agatha G.'s picture

Guys, what do you think: what if some gruesome blood was pouring out from the side?
Maybe that would cause a more "ewww" effect, rather than a "yummy" reaction.


Barbara Agatha G.
Activity Score 70
IMILLE, ad agency
gnose's picture

I suggested on one of the other ones that maybe they use a rather bland-looking piece of meat. Then the idea comes through that torturing a pig isn't worth a measly little pork chop. Gruesome blood pouring out of a nice-looking dish is also another solution, although it might make some too disgusted to read the copy. The only other solution I can think of using an illustration of food, like the old 50s cookbook style.

It's a shame--this is such a great concept and great copy; I really hope they can come up with a better visual solution.

Activity Score 16
STRTLRS's picture

What is the deal with people here today? Nobody seems to get this simple, well executed campaign. They're not trying to be gruesome, it's about creating awareness and asking pork eaters to choose wisely. You draw your target (meat lovers) with a succulent dish and then shock them with facts about their indulgence. All without offending anyone. It's a very classy. This probably ran in some high-end culinary publication.

Activity Score 1601
storytellers. |

I think, therefore... yeah.

Skor's picture

I really do not get what everyone is raving about.. this ad is mediocre at the most... So, I see a beautiful picture of yummy yummy food... and Im hungry... The name of the dish sounds like something real exotic... something A jamie Kennedy would come up with... and in all honesty, when we go to a fine restaurant, do you really know where your meat comes from?

Activity Score 208
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