As the festive season approaches and plans for Christmas feasts unfold, a controversial item that may find its way onto shopping lists is Foie Gras. Controversially produced by force-feeding ducks in conditions deemed inhumane, the process artificially enlarges the liver to ten times its normal size. Despite being banned in many European countries due to cruelty concerns, foie gras continues to be consumed widely, and its importation remains unrestricted.
In anticipation of the upcoming festive season, Wakker Dier, a Dutch animal rights organization dedicated to improving the welfare of animals in the livestock industry, seeks to raise awareness about the cruelty associated with foie gras production. To convey their message, they enlisted the assistance of the Antwerp-based creative studio, Mutant. Drawing inspiration from the traditional board game Game of the Goose – a game with roots dating back to the 15th century – Mutant crafted a unique version of the board game for the animal rights organization.
At first glance, the game appears to adhere to the traditional version, featuring retro aesthetics with vibrant, cheerful colors and illustrations reminiscent of the nostalgic style associated with the classic board game. However, upon closer inspection, it becomes apparent that things are not what they seem. The game serves as a replica of the original but replaces conventional images and rules with unsettling illustrations depicting the horrifying procedures inflicted on animals in the production of foie gras, with corresponding rule modifications. Unlike the typical Game of Goose, where players might encounter setbacks like landing in ‘jail’ or ‘the pond,’ this version portrays geese enduring brutal force-feeding, suffering from a perforated esophagus, or succumbing to bird flu—a stark representation of the harsh realities faced by geese in the foie gras industry, all for human consumption.
For instance, if the dice lands on number 10, the command reads: ‘Six times a day, a steel tube is used to pump fatty corn porridge into your esophagus. Skip 1 turn.’ Another example is number 31: ’31. 44. Perforated esophagus: The steel tube that was pushed down has punctured your esophagus. Return to 19.’ (Full rules and commands can be found in the Notes to Editors).
Unveiled as an influencer campaign, a limited batch of these modified board games will be distributed to Dutch animal rights influencers (refer to the notes for a list of influencers), accompanied by a film shared on the organization’s social channels.
Credits
Credits
Agency: Mutant
Brand: Wakker Dier
Client: Fien Lindelauff, Jannemieke Oostra,
Anne Hilhorst & Bas Velthuis
Business Director: Maarten De Cuyper
Creative & Strategic Director: Odin Saillé
Creative Director: Ruben Van Maldeghem
Creative: Charlotte Verweij
Creative: Mona Demyttenaere
Client Director: Innie Tran
Client Manager: Julie De Preter
Client Executive: Thomas Koltsidas
Design director: Frank Schouwaerts
Designer: Ben Boliau
Designer: Tjen Colman
Motion designer: Bob Van den Audenaerde
Illustrator: Jasper Schreurs
Production: Diplomat
Director: Erik Van Overloop
Post-production: Uncanny
