Forget shocking images and guilt-tripping campaigns. To convince the general public to go vegan, PETA UK is switching up its usual tone, telling them how “Being Vegan is good sh*t.”
In its latest campaign titled “Being Vegan is Good Sh*t,” the animal rights organization takes us into a colorful, kawaii-inspired world where digestion becomes the heart of the message, betting on… singing poop to convince you to change your diet. Yes, really.
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Created with the agency Samy Alliance and produced by the studio Flamboyant Paradise, the campaign leans fully into absurdity. In a totally wacky animated musical video, an army of adorable poop characters belts out a catchy tune praising the benefits of a vegan diet on the digestive system. The message: a plant-based diet promotes regularity, helps fight constipation, and makes your bathroom visits simply… “good sh*t.”
It’s an unexpected but relevant argument, especially considering that over 20% of the world’s population suffers from constipation. By using humor and kindness, PETA hopes to reach a broader audience that’s often resistant to moralizing messages. And it seems to be working.
Visually, the campaign draws heavily from Japanese kawaii culture: characters that look like they came straight from an Instagram sticker pack, a pastel color palette, and smooth animations—all wrapped up in a pop song that could easily land on a TikTok playlist.
How much do you love it?
