Kein Schwein …
Demand for transparency


The German wordplay gets straight to the point: Demand for transparency is the keyword of the campaign.

It literally says: No pig doesn’t look through anymore. Meaning: Nobody doesn’t have a view anymore.

The consumer doesn’t get it anymore because there isn’t enough transparency in meat production on the part of the discounters.

At the same time the packed pig communicates a feeling of narrowness which brings charges against the bad habitat conditions of animals in factory farms.

Campaign Scaleability

Big semitransparent foils are tensioned in front of Lidl stores to make the consumers physically experience the non-transparency of cheap meat practices.