Not All Horror Is Fiction

Agency: at-thetable


At the Table reveals the True Horror of Animals this Halloween

In celebration of Halloween, the advertising agency "at-thetable" and GAIA, Belgium's most influential animal rights organization, decided to join forces for a new awareness campaign on animal suffering. While most people enjoy a good scare on Halloween, horror is often a daily reality for many animals.

From this perspective, the agency conceived the campaign "Not all horror is fiction." Because millions of animals experience daily horrors in reality, not on the moviescreen. Three graphic horror posters were designed based on true stories: animal testing, pig castration without anesthesia, and force-feeding in the production of foie gras. The posters were illustrated and animated in the typical 'atomic age' horror style by King Rat Artwork. More than 70 hours were dedicated to carefully crafting and painting all this animal suffering.

The horror posters receive a treatment similar to the release of a new film, with distribution through (D)OOH, newspaper advertisements, and social media to make the public pause and raise awareness about the daily horrors animals endure.

This professional campaign titled 'Not All Horror Is Fiction' was published in Belgium in October, 2023. It was created for the brand: GAIA, by ad agency: at-thetable. This Design, OOH Outdoor, and Print media campaign is related to the Health, Media, and Pets industries and contains 8 media assets. It was submitted 6 months ago.


Client: GAIA
Contacts: Ann Degreef, Michel Vandenbosch, Johan Van Roy
Agency: at-thetable
CD: Sebastien Van Reet
Creation: Girbe Bogaerts
Illustrator: Gilles Deschamps (King Rat Design)
Copywriting: Girbe Bogaerts & Lukas Vos
Strategy: Jorian Vanvossel
Account: Marie Demesmaeker
DTP: Thomas Ploem
Social Media: Pauline Tembuyser & Gamned


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