To make the extreme confinement suffered by chickens tangible,
the campaign used a clear visual parallel: the size of an A4
sheet of paper.
We created the A4Chicken campaign, which
launched a disruptive action on Madrid's Gran Vía with a giant
banner displaying a teaser message,
“They're messing with our eggs,” accompanied
by the hashtag #VivirEncerrados (Living in
confinement), generating curiosity and debate on social media.
Days later, the real meaning was revealed, showing how
chickens spend their entire lives in a space equivalent to a
single sheet of paper.
The public was invited to write on an A4 sheet what it meant
to them to live confined and share it on social media,
turning this everyday object into a symbol of the fight
against animal abuse.