The campaign recreates familiar scenes from meat preparation, but removes the animals from them. What remains is the violence.

A Familiar Scene, Without the Victim

Stunning, bleeding, dismemberment and evisceration were recreated using plant-based ingredients. The scenes are designed to look disturbing and uncomfortable, even though no animals were harmed during production.

The choice of ingredients is central to the campaign. Vegetables and other plant-based foods stand in for meat, creating images that resemble the physical reality of slaughter while removing the victim entirely.

The result is deliberately difficult to watch.

Making Cruelty Visible

Choose Cruelty. Cruelty Free. does not rely on a traditional product demonstration or a conventional food advertisement. Instead, it uses the visual language of meat preparation to make viewers confront what is usually separated from the food on their plate.

The campaign asks a simple question: if cruelty feels uncomfortable when there is no victim, why is the real version so easily accepted when an animal is involved?

That contrast gives the campaign its central tension. The scenes look familiar, but the context has changed.

A Different Message for Independence Day

The timing adds another layer to the campaign. With meat consumption reaching its peak around Chile’s Independence Day celebrations, Animal Libre used the period to challenge the connection between celebration and animal consumption.

Its message is direct:

This Independence Day, choose food. Not victims.

Credits
Brand: Animal Libre
Chief Creative Officer: Tomás Almuna
Chief Executive Officer: Sebastien Leroux
Head of Art: Daniel Cariqueo
Executive Creative Director: Cristian Costa
Creative Directors: Oscar González, Patricio Orellana
Copywriters: Benjamín Cancino, Esteban Inostroza, Diego Castillo
Art Directors: Eduardo Revetria, Camilo Roa, Juan Guerrero, Rayen Carrere, Martín Salinas, Felipe Lagos, Christiaan Catalán
Production Company: The Maestros