Caged chickens spend their lives confined in the space of about 67 square inches—the same space of an iPad. To help people better understand this dilemma, we built an apartment of similar dimensions on a human scale and put it on the New York City real estate market. The centerpiece of our campaign was a hidden camera-style video, titled “Room to Live,” in which a “realtor” shows people New York City’s “most disgusting apartment” to draw an analogy to the unlivable quarters that the hens laying eggs for Costco’s shelves endure.

The video was distributed across a campaign website and key social channels, namely Facebook.

The almost immediate public outrage sent the campaign and #CagedforCostco hashtag viral with hundred of thousands of people viewing the video in the first 24 hours and over 13% of site visitors calling Costco. Within 5 days of our launch, Costco had been flooded with calls demanding change, leading them to reach out to the Humane Society ready to re-commit to their original promise.