Choose What You Chew
Dale Vince Social Campaign
Trigger warning: graphic language and animals in distress
The Project
Dale Vince is the founder of green energy company Ecotricity and an unstoppable green force. He promotes a vision for a greener Britain, challenging how we power ourselves, how we travel and what we eat.
Dale is committed to a plant based diet, his mission is to fully engage people in the realities of industrial animal farming processes. He commissioned Rumpus to produce four disruptive 30″ films to expose the production chain for eggs, turkey, milk and bacon.
It goes without saying, the research phase of this project was a challenging journey for the team at Rumpus, it had a profound effect on us all.
First to be published was the film about turkey farming, released the week before Christmas across Dale’s social platforms. The milk, eggs and bacon films were published throughout 2025 as collaborative posts with Chris Packham, Viva! and Peta.
How Did We Do
From first phone call to final delivery working with Stef & Joe from Rumpus was a joy. They were never short of ideas and creative solutions to the issues that we encountered. They made the whole process stress free, despite some shifting goal posts and the inevitable changes. The end result delivered on every level.
Paolo Proto, Head of Content, Green Britain Group
Animation Director and Designer: Luke Hyde
Storyboards and Animation: Luke Hyde and Marta Dias
Junior Animators/ Clean Up Artists: Annachiara Garganese and Luna Cherrington
Background designer: Luna Cherrington
Sound Designer: Fearghas Hilton
Compositor: Jack ChurchillCreative Director: Joe Wood
Creative Producer: Stef BowskillHead of Content, Green Britain Group: Paolo Proto