Animal welfare charity Compassion in World Farming (CIWF) has organized a pro-vegan campaign featuring a series of videos encouraging viewers to give farm animals 'the day off'.
Design agency Free The Birds has taken on the project, in partnership with CIWF, on a pro bono basis in a bid to change consumer mentality and combat animal exploitation.
The videos feature a series of animals taking part in activities typically associated with relaxation, and text urging viewers to let them be.
Also included in the campaign is a still image, featuring a picture and an imagined biography for each animated animal.
The campaign takes a lighthearted approach to addressing a serious issue.
In an email to Plant Based News, US Executive Director of Compassion in World Farming, Leah Garces said: "Animal welfare reforms continue to be a crucial part of ending factory farming, but with human populations and demands for protein rising, more animals are still entering factory farms every year.
"It's unsustainable to go on like this, so we're asking everyone to try eating plants for a change."