Make a Christmas ad to rival John Lewis on a budget of £20,000. That was the brief we received from PETA early in 2024.

Our response? PETA’s first ever live action ad that leans on empathy over shock. Swapping blood and guts for real human connection through something both animals and people inherently love, music.

The ad ended up on the likes of Daily Mail and The Express, as well as featuring alongside the 2024 John Lewis Christmas ad on both Campaign and Ad Age’s ‘Best Christmas Ads of 2024’ roundups - sparking much conversation and reflection on what people were putting on their plates during the festive season.