The Cruelty Cruiser project was a creative campaign designed to confront the greenwashing tactics of the supermarket chain Albert by urging them to sign the European Chicken Commitment for stricter poultry farming standards.

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I was responsible for the full graphic design of the project, including the vehicle wrap design for a box truck that toured various cities, parking in front of Albert stores. The visual concept parodies Albert’s own cheerful and inviting marketing style, using bright colors and bold typography to attract attention — only to reveal the harsh realities of poultry farming inside the truck. Visitors could enter the truck and experience a simulated chicken farm, featuring real footage to create a strong emotional impact.

 

In addition to the vehicle design, I also created promotional flyers that supported the campaign across different locations. These flyers carried the same visual tone and messaging, reinforcing the campaign’s identity and helping to spread awareness beyond the physical installation.