The Up Porfolio

The Campaign: stopthemachine

Compassion in World Farming

Cross-Media Campaign

Stopping factory farming in its tracks

There’s a faceless, heartless, relentless machine out there, sucking the life out of our forests and oceans. It’s so powerful, the animals don’t stand a chance.

All around the world, endangered species are under threat of extinction as their habitats are destroyed to grow crops. And vast quantities of these crops are being fed to factory farmed animals. We worked with DTV to help Compassion in World Farming launch a major global campaign to stop the factory farming machine in its tracks.

We created a strong identity - #StopTheMachine - and iconic graphics showing elephants, jaguars and penguins being sucked out of their natural environment into the ‘Machine’.



We also designed and built a bespoke exhibition stand - a vast red box which opens to reveal the horror inside. And the stand incorporates a photo op - a life-size leaping paper jaguar - which was a huge success at the launch at the Natural History Museum. The exhibition will tour around the UK and Europe throughout 2018.

Film produced by Andrew Davies /



“Together, we can STOPTHEMACHINE.” Peter Egan, actor, speaking at the campaign launch at the Natural History Museum

Peter Egan at STOPTHEMACHINE Launch