I love this campaign, it has a very powerful visual impact which helps us to relate better to the piece of meat which we are about to take from the freezer. It shows us how we are all the same, and we all should stop thinking a piece of meat is food and this piece of meat was once with a soul and it has feeling too. Imagine yourself being transport hours at the back of the truck with other human beings, naked without food and drink? Imagine... what will you be thinking to yourself. Mentally alone is enough to make our soul go crazy, we don't even have to mention about the slaughtering bit.
I really hope these graphic visual will be printed in those meat lover's mind forever, we should be kind to all animals.