WORK FOR GOOD CUT - ONLINE VIDEO

GOOD SHIT - PETA
Vegan diet and one of it ́s main benefits

Shortlist

Title:	GOOD SHIT
Brand:	PETA
Product/Service:	Vegan diet and one of it ́s main benefits
Client:	PETA
Entrant Company:	SAMY
Agency:	SAMY
Production Company:	FLAMBOYANT PARADISE
Sound Company:	NOROESTE MUSIC
Creative Director:	SANTIAGO LUCERO
Release Date:	2025-03-31
Duration:	01:05
Individual Credits:	SANTIAGO LUCERO- GLOBAL CCO SAMY
Individual Credits:	SANTIAGO LUCERO- CREATIVE DIRECTOR SAMY
Individual Credits:	MARIANO DUHALDE - CREATIVE DIRECTOR SAMY
Individual Credits:	SANTIAGO LUCERO - COPYWRITER SAMY
Individual Credits:	ADRIAN REY - COPYWRITER SAMY
Individual Credits:	NICOLÁS LARROQUET- COPYWRITER SAMY
Individual Credits:	SANTIAGO LUCERO- ART DIRECTOR SAMY
Individual Credits:	JULIA KAISER- STRATEGY DIRECTOR SAMY
Individual Credits:	SANTIAGO LUCERO- ACCOUNT DIRECTOR SAMY
Individual Credits:	Javier Lourenço - DIRECTOR FLAMBOYANT PARADISE
Individual Credits:	ALVARO ORTEGA BIANCHI- DIRECTOR FLAMBOYANT PARADISE
Individual Credits:	MARTIN CHEBLI MURAD- NOROESTE MUSIC SOUND DESIGN AND MIX
Individual Credits:	PEDRO GOMEZ- MUSIC COMPOSITION- NOROESTE MUSIC
Individual Credits:	SANTIAGO LUCERO- MUSIC COMPOSITION-SAMY
Individual Credits:	Javier Lourenço- MUSIC COMPOSITION-SAMY
Individual Credits:	PATRISSIA LORCA- SINGER- NOROESTE MUSIC
Individual Credits:	MIMI BECKHECHI- Senior Vice President, UK, Europe and Australia- PETA People for the Ethical Treatment of Animals
Individual Credits:	JENNIFER WHITE- Associate Director of Media and Communications PETA People for the Ethical Treatment of Animals
Individual Credits:	ELLISA ALLEN- Associate Director of Media and Communications PETA People for the Ethical Treatment of Animals
Individual Credits:	INGRID NEWKIRK- CEO PETA People for the Ethical Treatment of Animals
Notes for Judging:	“Good Shit” is a strategic pivot from “Guilt” to “Gut Health.” We used social listening to find that 20% of people struggle with constipation and that humor was the only way they discussed it online. We created an animated musical that looks like a viral “Kawaii” meme but functions as a direct advocacy tool. The campaign’s effectiveness lies in its organic velocity. By aligning with social media’s “entertainment-first” mandate, we achieved 2.1M impressions and a record-breaking 87% positive sentiment in just five days from launch. We didn’t just bypass the algorithm; we made the algorithm work for us by creating content that users wanted to share, effectively shifting PETA’s brand health from “confrontational” to “culturally relevant.”
Additional Credits:	Ingrid Newkirk- Managing Director PETA People for the Ethical Treatment of Animals Julia Macarena Novio- Producer - Flamboyant Paradise Alvaro Ortega Bianchi- Character & Environment Design- Flamboyant Paradise Mariano Aponte- StoryBoard- Flamboyant Paradise Nicolás Politi- Composite Flamboyant Paradise Nicolás Politi- Conforming Flamboyant Paradise Sebastián Hecker- Conforming- Flamboyant Paradise Esteban Dunand- Animation- Flamboyant Paradise Juana V-Lin Animation- Flamboyant Paradise Lena Mandel- Animation- Flamboyant Paradise Malena Medel Animation- Flamboyant Paradise Evelyn Martí Animation- Flamboyant Paradise Jeronimo Fernandez- Animation- Flamboyant Paradise Catalina Lorente Animation- Flamboyant Paradise Sofía Belén Sosa- Animation- Flamboyant Paradise Agustín Martinez Ludueña - Animation- Flamboyant Paradise Nicolás Carmona- Animation- Flamboyant Paradise BELEN VIANO- Awards Coordinator SAMY