Peta has launched a hard-hitting Christmas campaign titled “Happy Christmassacre”, using horror-style storytelling to expose the animal suffering hidden behind traditional festive meals and invite people to choose a vegan Christmas instead.
What is Peta’s ‘Happy Christmassacre’ campaign about?
The campaign starts with a cosy, familiar Christmas dinner before morphing into a horror-infused reveal of the violence behind the feast. By subverting warm holiday tropes, Peta forces viewers to confront the cruelty that often sits at the center of the table.
How does the hero film flip festive expectations?
At the center of the work is a two-minute hero film directed by Emmy- and Cannes Lions–winning director David Shane. What begins as a classic, picture-perfect family celebration quickly unravels into a nightmare, with sound design, editing, and visceral imagery turning Christmas comfort into cinematic shock.
Where and how is the campaign running?
‘Happy Christmassacre’ is rolling out across UK cinemas and globally online, with Germany, the UK and the US as key social markets. The visual world extends into nationwide OOH and fly-posting across London, where familiar festive symbols—like Santa’s suit—are reimagined through unsettling close-ups of animal pelts.
Why does ‘Happy Christmassacre’ matter for culture and OOH?
By hijacking Christmas iconography and treating the entire season as a horror narrative, Peta and Grey London demonstrate how OOH, film and social can work together to challenge normalized traditions. The campaign pushes the idea of a vegan Christmas into mainstream conversation—asking viewers to choose compassion over cruelty when they sit down to celebrate.
FAQs about this campaign
What is Peta’s ‘Happy Christmassacre’ campaign?
It’s a hard-hitting Christmas campaign that uses horror-style storytelling to reveal the animal suffering behind traditional festive meals and encourage people to choose a vegan Christmas.
Where is the ‘Happy Christmassacre’ campaign running?
The campaign runs in UK cinemas and globally online, with Germany, the UK and the US as key social markets, supported by nationwide OOH and fly-posting across London.
Who created the campaign for Peta?
The campaign was developed by Grey London, with a two-minute hero film directed by Emmy- and Cannes Lions–winning director David Shane.
What message does ‘Happy Christmassacre’ want to send?
It aims to expose the ‘quiet, normalized savagery’ of carving up animals at Christmas and to inspire people to choose compassion over cruelty by opting for vegan festive meals.
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