A4CHICKEN

Animal Equality needed to highlight the problem of industrial livestock farming and raise awareness about the mistreatment suffered by millions of hens caged in tiny spaces.

The campaign had to not only inform, but also activate society to bring about real change in consumption and in the industry.

The pandemic forced the whole of society into lockdown, generating greater awareness of the lack of freedom and the psychological impact of confinement.

For months, people experienced firsthand the distress of not being able to move freely, the frustration of living in confined spaces, and the anxiety of not having control over their environment.

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.