Synopsis
3 Million views.
**Dairy is Scary** was a UK cinema campaign for vegan charity Viva! that deliberately borrowed the language of horror cinema to make an impossible-to-ignore statement about the dairy industry. Drawing on years of experience creating highly shareable campaigns, I wanted to make something audiences would discuss long after leaving the cinema. By combining suspense, symbolism and an uncomfortable moral question, the advert reached over one million viewers, generated extensive press coverage and became the subject of national debate following its ban by the Advertising Standards Authority.