Game Of The Goose

Objective

Wakker Dier, a Dutch animal welfare organization, needed to raise awareness about the cruel production practices of foie gras and discourage consumption during the Christmas season, when foie gras purchases typically peak in the Netherlands. Force-feeding unnaturally enlarges the ducks' liver to up to 10 times its normal size. Despite production bans in many European countries, the Netherlands still imports tens of thousands of kilos annually, making this an urgent advocacy priority.

Solution

Mutant reimagined the classic 15th-century Dutch board game 'Ganzenbord' (Game of the Goose) as 'Ganzenleverbord' (Game of the Goose Liver). The physical board game replaced the original's cheerful retro aesthetics with haunting illustrations depicting the actual brutal realities of foie gras production: force-feeding with steel tubes, esophageal perforation, and bird flu outbreaks. Game squares contained text describing these procedures instead of traditional instructions. The campaign was distributed as limited-edition physical board games sent to Dutch animal rights influencers, accompanied by film content shared on social channels.

Results

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