just another figure

Creative idea

We hijacked a viral AI-generated “action figure” trend native to social platforms: a format designed for scrolling, sharing, likes and replication. By placing a real calf, raised in an individual cage, into this familiar social media template, the campaign blended seamlessly into users’ feeds and community spaces. What looked like just another trend-driven post became a disruptive moment on second glance — turning passive scrolling into reflection. Designed to live within social feeds and travel through communities, the idea relied on recognition, shareability, and peer-to-peer spread

Brand name: Invisible Animals
Advertiser / client: Invisible Animals
Product / service: NGO
Campaign name: just another figure
Agency network: INDEPENDENT AGENCY
Agency: proof.
Web address: https://bezkletki.nevidimi.bg/
Agency chief executive officer: Sava Ahmakov
Chief creative officer: Angel Iskrev
Executive creative director: Angel Iskrev
Creative director: Angel Iskrev
Copywriter: Debora Stoeva
Designer: Bonka Ruseva