Sam Cadmanulls Provocative Social Campaign For Compassion In World Farming
His hope is to see the campaign ignite the powerful voice of the digital generation to help make Lymbery’s mantra to end factory farming a reality.
Director Sam Cadman is an award-winning filmmaker and leader in the genre of experiential storytelling. His latest work, a social campaign for Compassion in World Farming (CIWF), is a powerful and deeply disturbing look at the EU practice of factory farming rabbits. Cadman was drawn to CIWF chief executive Phillip Lymbery’s books Farmageddon and Dead Zone in which Lymbery stated, “Our aim is simple, to put an end to factory farming within a generation.”
Cadman contacted CIWF and got permission to comb through footage of the atrocities inflicted on factory farmed rabbits in the EU with the intent of creating a social campaign to raise awareness about animal cruelty with the younger generation of digitally savvy consumers. He repurposed the troubling images with single-image memes, three-second gifs and :15 Facebook Live films.
“I wanted images that would stop your thumb in its tracks,” Cadman explains. He also knew he had to maintain a ‘suitable for work’ tone to maximize his audience. The resulting campaign, now gaining momentum across social media channels, features photos and videos of the beleaguered rabbits, with despondent emojis superimposed on them. Bright yellow happy faces that are now crying, becoming red with anger and green with nausea. Cadman also deployed bold text which plays off of casual office humor to evoke uncomfortable laughter.
His hope is to see the campaign ignite the powerful voice of the digital generation to help make Lymbery’s mantra to end factory farming a reality.
Cadman is repped for commercials and content by Hey Wonderful in the U.S. and Rogue in the UK.
