PETA is one of the world’s biggest and noisiest voices against animal cruelty. So when the first intensive octopus farm was planned in the Canary Islands, we decided to hit Europe with something beyond the usual sob stories. The octocurse was born - a curse inflicted on anyone who eats octopus. Spread through online video, in-store, print and taking advantage of the viral spread of digital assets - we ‘terrified’ people across the EU.
Amongst creative juries some the campaign is spectacular, some think it’s gross. But there’s nothing better and more effective than a campaign that really creeps people out so much they never touch octopus again, or is weirdly funny enough that its hyper-shareable; and we have the petition sign-ups to prove it.
