Description
Just before Chile’s Independence Day — the time of year when meat consumption reaches its peak — Animal Libre, a Latin American animal rights organization, launched Choose Cruelty. Cruelty Free.
The idea was simple: we took animals out of a familiar scene, but left the violence exactly where it was.
Stunning, bleeding, dismemberment and evisceration were recreated using only plant-based ingredients. No animals were harmed. No one in the film can feel pain.
And yet, it is still difficult to watch.
If cruelty becomes uncomfortable even when there is no victim, perhaps it is worth questioning why we accept the real version when there is one.
This Independence Day, choose food. Not victims.
This professional campaign titled 'Choose Cruelty. Cruelty Free' was published in Chile in September, 2026. It was created for the brand: Animal Libre, by ad agency: theplan. This Digital and Film media campaign is related to the Public Interest industry and contains 1 media asset. It was submitted about 13 hours ago.
Credits
Chief Creative Officer: Tomás Almuna
Chief Executive Officer: Sebastien Leroux
Head of Art: Daniel Cariqueo
Executive Creative Director: Cristian Costa
Creative Directors: Oscar González, Patricio Orellana
Copywriters: Benjamín Cancino, Esteban Inostroza, Diego Castillo
Art Directors: Eduardo Revetria, Camilo Roa, Juan Guerrero, Rayen Carrere, Martín Salinas, Felipe Lagos, Christiaan Catalán
Production Company Credits
Social Media Company Director: Antonio Acosta
Production Company: The Maestros
Production Company Ceo: Enrique Nava
Production Company Managing Director: Monserrat Miranda
Production Company Directors: Cristóbal Portaluppi, Sepia
Production Company 1st Ad: Antonio Vicuña
Production Company Senior Executive Producers: Leila Mathews, Constanza Mengotti
Production Company Producer: Francisco Baldivia
Production Company Line Producer: Natalia Ponce
Production Company Cinematographer: Francisco Obrador
Production Company Designer: Alejandra Valenzuela
Production Company Art Director: Gonzalo Leiva
Production Company Editor: Martin Santapau
Post Production: Gustavo Moya
Colorist: Ana Montaño
