Beware the Octocurse

Agency: Grey London


Animal rights charity PETA is using parody and dark humour to urge people to stop eating octopus and alert them to the serious issue of octopus farming in a campaign created by Grey London.

Octopuses, largely considered to be the most intelligent of molluscs, and dubbed ‘Einsteins of the Sea’, are under threat from octopus farms. These cruel farms will cram the cephalopods into tiny tanks before they are killed in inhumane ways.

Directed by leading international comedy director Jeff Low, the film highlights the amazing characteristics of octopuses and raises awareness of a petition to block the development of the first octopus farm in Europe. It marks the first time Grey has worked with PETA.

The 90” spot, called ‘Peta Presents: The Octocurse’ emulates a science-fiction series from the 1970s and opens with the line ‘It is said that if you eat octopus, you will be cursed,’ before showing the awful things that people risk happening to them if they eat octopus. These include having three beating hearts, blue blood, displaying extreme emotion, having a head that expands to octopus’ proportions, having the power to expel ink and growing octopus eyes. It ends with the message: ‘Octopuses are extremely intelligent, sensitive creatures. If you eat them you’re basically a cannibal. Stay human. Don’t eat octopus’.

This professional campaign titled 'Beware the Octocurse' was published in United Kingdom in October, 2022. It was created for the brand: PETA, by ad agency: Grey London. This 360° medium campaign is related to the Public Interest industry and contains 7 media assets. It was submitted over 1 year ago.


Client PETA UK
Vice President of Programmes Elisa Allen
Anti-Speciesism Project Leader Vanessa Johansson

Creative Studio Grey London
Global CCO Javier Campopiano
President&CCO Laura Jordan Bambach
ECD David Wigglesworth
Head of Art Costanza Rossi
Creative Directors Cesar Herszkowicz & Alexandru Vasile Creative Cameron Sutherland
CSO Raquel Chicourel
Agency Planner Asad Shayk
Joint Managing Director Jonny Tennant-Price
New Business Director Katherine Goodale
Group Business Director Ayesha Datoo
Executive Producer Maxine Hose
Agency Senior Producer Anthony Borkett
Head of Design Sunir Patel
Designer Stuart Leung

Production Company Biscuit Filmworks UK
Producer Kwok Yau
Executive Producer Samantha Chitty
Managing Director/Executive Producer Rupert Reynolds-Maclean Head of Production Polly du Plessis
Production Manager Thom Green
Director Jeff Low
D.O.P. Matthew Emvin Taylor
Production Design Lucie Red

Editing Company (offline) Shift Post
Post-Production Untold
Editor Saam Hodivala
Colourist Julien Alary
VFX Supervisor Alex Kulikov
VFX Artists Michael Korniltsev/Felicia Petersen/Lucas Girault/ Lewis Hodd

Online Supervisor Richard Harris
Executive Producer Ian Berry
Producer George Reid
Audio Post-Production 750mph


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