The idea was to play with the fact that bullfighting is a prehistoric practice. By diverting real footage and replacing the bull by a dinosaur, we use visual effects in order to deliver a strong message to the audience while we figuratively and literally illustrate what a how pre-historical it actually is.

By focusing on the very active community of animal rights advocates, we activated a network of influencers, partners and media personalities who believe in the cause and who share our message. FLAC is composed of 14 associations, which are themselves referents for other local associations, this has been the catalyst for a very important database of contacts on social networks (nearly 2 million on Facebook and 100,000 on twitter), in several countries. PR was activated to amplify this soundboard without precedent for the fight against bullfighting. Our strategy has significantly increased media coverage and number of signatures of the petition.

Over 10 million views and 300 000 shares of the video in just 48 hours. Heated debates on social networks about this sensitive animal rights subject...