Good Sh*t!

PETA, in collaboration with social-first marketing agency SAMY Alliance, has launched a bold new campaign, "Good Sh*t," to promote the digestive benefits of a vegan diet.

The campaign, which was filmed and produced by creative studio Flamboyant Paradise, centres on an animated video featuring "singing poos" proclaiming that going vegan is "good sh*t", and looks to inspire change through humour and empathy, rather than guilt or confrontation.

This light-hearted yet strategic campaign aims to reach a broad audience and encourage positive dietary changes by focusing on a relatable and often undiscussed aspect of health: digestion.

The campaign is being rolled out globally and includes a hero video and a series of animated GIFs optimised for platforms such as YouTube, Instagram, and TikTok (in both 16:9 and 9:16 formats). Audio spots on Spotify and out-of-home activations will further amplify the message. It embraces a kawaii animation style, known for its adorable and innocent aesthetic

PETA will feature the spot across its social media channels and distribute campaign-themed stickers across the UK.

Mimi Bekhechi, PETA Vice President, commented: "Keeping meat off our plates is the best thing for animals and the planet, and as this video shows, it's great for a healthy digestive system, too.

"For anyone who has the heart to go vegan and wants the guts to go with it, PETA stands ready to help everyone join the movement."

SAMY Alliance, the creative brains behind the campaign, is the fast-growing social-first agency that blends data-smarts with creative flair to move brands forward in the social-first world.

Santiago Lucero, Global CCO of SAMY Alliance commented, "We set out to find the most distinctive and effective way to grab people's attention in a competitive space like social media. Humor, animation, and music became the perfect channels to deliver this unexpected message."

"This campaign is a prime example of how we work at SAMY Alliance. We dive deep into the data and use social listening to uncover powerful insights, which then fuel our creative process. We're not afraid to be bold and irreverent, but we always ensure there's a strong strategic foundation underpinning our work."

The "Good Sh*t" campaign was built on the insight that depicting animal suffering can be counterproductive, often causing people to disengage. Simultaneously, a significant portion of the population (20%) struggles with constipation, which a vegan diet can help tackle.

Lucero continued: "With these insights as our guide, we focused on finding the most distinctive and effective way to capture attention and provide a compelling reason for people to consider adopting a vegan diet," In this context, humor, animation, and music became the perfect vehicles to deliver an unexpected message."