Information about the client/product:

Hiltl is a well-known group of vegetarian restaurants in Switzerland. It was founded in 1898 and is now run by the fourth generation of the Hiltl family. Today, Hiltl includes 6 restaurants, 5 take aways, a vegetarian butchery, a club, a cooking school and catering for events.

Explanation of creative idea:

A tongue-in-cheek suggestion that ultimately we are all vegetarians. This is illustrated using examples of notorious carnivores and their natural prey.