In early 2021, Compassion in World Farming launched an app called Evaluate Your Plate, to be used to guide consumers as they made the tough choices about what foods to eat to be most mindful of animal welfare. Animal Welfare Media was asked to produce a short animated video to introduce the app, explain its use, and encourage people to download it. The result was this quirky and highly-entertaining video featuring the animation of Explainly and the voice over talents of Colorado’s Jessica Taylor.
The most challenging part of any explainer video, particularly an animated one, is to combine detailed explanations of the product with compelling and eye-grabbing visuals. We went with a simple yet sophisticated set of animations to let people know just how easy the app is to use and how you really can make a difference when you choose your daily meals.
In 2019, we “roasted” a chicken for CIWF so we could to share, in a comedic way, the amazing qualities that chickens have that make them the amazing birds they are. So when we were asked to make another video in 2020 to promote a plant-based diet, we just had to work with a chicken again (as we found out, they’re great actors!). Once again, we asked our friends at Star Gazing Farm Animal Sanctuary for their most charismatic chicken. They sent us Henryka, and a star was born!
In this short film, we debunk some of the most common myths about plant-based diets with the help on Henryka. Pecking for “yes” or not pecking for “no,” Henryka helped us set the record straight about eating sustainably, making this a film to remember.
Compassion in World Farming is an international organization working to improve the lives of billions of animals through the promotion of plant-based diets and by educating the public about how to make their food choices less cruel.
Awarded the designation of “Standout Charity” by Animal Charity Evaluators, CIWF’s campaigns are effective, forward-thinking and highly proactive. We were thrilled to be able to develop and produce a video campaign that would put the focus specifically on chickens as sentient, smart and lovable animals. Our creative concept was “How To Roast a Chicken,” with comedians making pointed jokes about a friendly rooster named Floyd (all in good fun!), and then getting to know Floyd a little better at the end.
We rented out Drafthouse Comedy Club in Washington, D.C., brought in the brilliant minds of Grassroots Comedy DC, and this video took flight! (Sorry for the hackneyed metaphor)