PETA (People for the Ethical Treatment of Animals): Cockfighting

Our thinking twists behaviour on its head in a radical manner, softened only by its visual approach. Its understated visual dynamic is determined to make people see a story conveying jollity, only to then twist that impression and reveal the serious message that lies within. The headline has a beautiful dual meaning, with its conventional meaning supplemented by how animals are effectively righting human wrongs. This helps explain the concept, while avoiding the headline and visual combining to form the dreaded ‘say what you see approach’. Agency Rocket Yard