All animal farms are(n't) equal.
George Orwell's Animal Farm quote (proclamation by the pigs), modified for the Greenpeace scope.
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Solution

"Lidl and Aldi want you to think that ALL ANIMAL FARMS ARE EQUAL. But some ARE more equal than others." - reference to the famous quote from Orwell's "Animal farm". Aim is to make customers think about the fact that not all (German) animal farms treat animals equally, contrary to what Lidl and Aldi would like you to think.

Campaign Scaleability

Various sizes and orientations, with and without background, and with or without meat image, show that the quote could easily work on any media type. Example of additional text in posters is a (modified) quote from Greenpeace's publication: Ecologized Agriculture in Germany (enlarged below visuals).

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