To show why boiling lobsters alive during the holidays is anything but festive, we gave content creators a taste of the same treatment. We boiled them.
What we did
GAIA wanted to challenge the way live lobsters are sold and prepared during the holiday season. To make people feel what these animals go through, we let content creators experience it for themselves.
By ‘boiling them alive’, we turned a cruel reality into bold social content that was impossible to ignore. Putting the fate of lobsters right where it belongs: on everyone’s feed.
The receipts
Native Nation
Receipt
2025
Creators
Reach
Total engagements
ROMI
Client
GAIA
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