Animals In Distress wanted to make the public aware of the thousands of battery chickens kept under cramped and inhumane conditions. And let them know that they might be complicit.

The solution: We created ‘Chicken Tetris’, an online game as addictive as the old classic, but using chickens as the building blocks. To pack them in as snugly as possible, each chicken can be contorted into a variety of shapes.We used email databases to send out the game’s URL link.The recipient can then play the game onlineIn the act of using the game, the player effectively participates in battery cruelty – a metaphor for what they’re doing in real life if they don’t choose free-range eggs.At ‘Game Over’, a message to that effect is displayed and the player is directed to Animals in Distress website where they’re able get more information on the subject.