What Happens when Advertising Doesn’t let us Look Away?

Are you ready to feel uncomfortable? Maybe even a little queasy?

In this SXSW session, Helen Rhodes, Chief Creative Officer, Grey London and Elisa Allen, Vice President, PETA UK unpack how they deliberately hijacked the warm, comforting tropes of our favourite holiday to reveal an uncomfortable truth hiding in plain sight.

Rather than shouting, “Happy Christmassacre” whispers first, inviting audiences in with nostalgia, humour and familiarity, before forcing a double take.

Snowflakes become saw blades. Santa’s red becomes something far more sinister. A novelty knit reveals a slaughterhouse stitched into its seams.

Suddenly, the most well-established of traditions feels harder to swallow.

Grey London and PETA will share how creative discomfort can be used to drive behaviour change, why humour can be a Trojan Horse for serious messaging and how celebrity, craft and cultural timing (from cinema releases toNational Christmas Jumper Day) can amplify purpose-driven work without softening its bite.