This work is one part of my vegan awareness campaign, which has the goal to find different triggers which may irritate or shock non-vegans.
In this particular work I focussed on the ability of animals to feel pain. To illustrate the fact that they feel pain, fear and in general don’t want to die, I decided to use vegetable-shaped hot-air balloons. Different vegetables with a corresponding statement on them would spread the message. Hot-air balloons always attract a lot of views, are clearly visible and are often used as flying adverts – all aspects which went well with my campaign goals.
All statements follow this pattern: I don’t X! – Animals certainly do so! (veganstart.de)
The specific balloons state the following messages:
Avocado: I don’t think!
Pineapple: I don’t scream!
Broccoli: I don’t bleed!
Raspberry: I don’t love!
Pumpkin: I don’t suffer!
Pepper: I don’t feel!
Designing for Emotion, Advertising, Environmental Protection