Swedish animal rights organization “Djurens Rätt” campaign "World's Best Animal Welfare" aimed to raise awareness about the situation of factory-farmed chickens and encourage fundraising. The 3D animated film presented a new and unique perspective on life in a factory farm. The campaign aimed to let the message mostly exist between the lines, capturing viewers' attention and fostering curiosity. The campaign targeted everyone, regardless of their dietary preferences, and sought to shed light on an issue that is often overlooked.

Creating an engaging charity film can be challenging, as they often rely on distressing images making viewers reluctant to watch. To address this, we used a creative approach that disguised information as entertainment, avoiding desperate pleas for sympathy or lecturing. The aim was to reach a wide audience, and generate interest around the subject while being accessible to all viewers, regardless of their activism.

Three broiler chickens in various stages of production - reflects on their situation as proud citizens under the ”World’s best animal welfare system.”

Djurens Rätt experienced a surge in new members during the spring and summer, which they attribute to the "World's Best Animal Welfare" campaign. The campaign had a high reach across various platforms and contributed to fundraising efforts. The film received positive reactions from followers and helped increase brand awareness.

The cinema medium proved particularly effective in boosting engagement, with a survey showing an observation rate of 87%. (The survey was conducted on 222 people, and the advertisement was viewed by a total of 982,463 individuals). The film's message encouraged self-reflection and provided a new angle on the situation of factory-farmed chickens. The film was largely funded through a successful crowdfunding campaign that raised 500,000 SEK (≈45,000 EUR), creating an extra level of engagement.