Viva! This Is Fine

For vegan charity Viva!, we wanted to create an animated viral campaign to help meat-eaters understand the environmental destruction caused by eating animal products and to encourage them to adopt a vegan lifestyle.

Skylark Media proposed an animated concept that delivers a poignant message in a light-hearted way, by creating a high-quality style inspired by KC Green’s This Is Fine meme. It’s positive, empowering and fun.

Our illustrators and animators produced hand-drawn characters and adopted a mixed-media approach to illustrate the devastating effects that eating meat has on the environment. We had aimed to rank the first page on YouTube for ‘This Is Fine’. Within a few months following the campaign launch, the animation racked up over 319,000 views and currently ranks second globally on YouTube. A YouTube ad campaign generated 200,000+ views (1p cpv), and a Facebook/Instagram campaign saw nearly 90,000 reach with nearly a quarter viewing at 50%.

This Is Fine won GOLD for Animation/Illustration at The Drum Roses Creative Awards, with the judges commenting:

‘The craft and creativity was in sync, with wit and an original take on a global subject. And for the budget, it’s outstanding.’