VIVA! THIS IS FINE
Award-winning viral animation for a vegan charity
Viva! is the UK’s leading vegan campaign charity on a mission to end the use of animals for food. Their campaigns are built to reach beyond the already-converted, speaking to mainstream audiences who wouldn’t normally seek out animal welfare messaging.
The Problem
Preaching to meat-eaters doesn’t work – after all the environmental case for veganism is well-evidenced. Landing it with an audience that isn’t already looking for it requires more than facts, so Viva! needed a campaign that could cut through without lecturing. It needed to reach people who’d never engage with traditional animal welfare messaging.
The Approach
The insight was simple and that was to meet people on internet-native ground. KC Green’s ‘This Is Fine’ meme – a dog sitting in a burning room, cheerfully ignoring the flames – had already encoded the idea of denial and slow-burn crisis into a single image. Our job was to extend it, and make it land with a new, purposeful message.
The team illustrated hand-drawn characters and a mixed-media technique brought it to life. Animals moving along a conveyor belt, a house burning down around an indifferent figure, realisation arriving too late. The tone stayed warm and witty throughout – because the moment it became a lecture, it would stop being shareable.
Deliverables spanned the hero animation and a suite of spin-off social content designed to travel across digital platforms.
This Is Fine racked up 500,000+ YouTube views, ranked second globally on YouTube for ‘This Is Fine’, and also won Gold at The Drum Roses Creative Awards. Judges noting ‘wit and an original take on a global subject.’
We’ve worked with Skylark on smaller projects, but this bigger project really showed what they’re capable of. Skylark completely get Viva! and what we’re about – and that’s what’s really important to us.
