TikTok celeb recruited by animal advocacy group
A nationwide campaign focusing on animal welfare in the dairy industry is scheduled to run in the first half of 2026. The agency WeCreate has been preparing the campaign, but the client commissioning the project remains unidentified.
The selection of agencies and the implementation of the campaign will begin from December. The campaign will feature 'spectacular live actions', out-of-home advertising, videos, and social media activities.
Malte Zierden, a renowned animal welfare influencer, has been chosen to be the face of the campaign. Known for his videos about his daily life as an animal protector and his rescue missions, Zierden has over 1 million followers on Instagram and 1.4 million on TikTok. In 2024, he received the German Animal Welfare Award in the 'Voice of the Animals' category.
WeCreate plans to decide on the agencies involved in the campaign in October, with implementation to begin in December or January. The campaign is being funded by a non-profit animal rights organisation, with half a million euros available for the project.
Despite the German animal welfare federation not being mentioned as being directly involved in the campaign, the focus remains on improving conditions in the dairy industry. The employees of WeCreate are expected to have a genuine interest in the topic of animal welfare, but they are not required to be vegetarian or vegan.
The privacy policy is mentioned in relation to the newsletter subscription, but it does not provide new factual information about the campaign. The identity of the client for the campaign remains undisclosed.
Zierden is the author of Spiegel's No.1 bestseller 'The Saddest Sky on Earth', published by WeCreate Germany GmbH. The book offers a unique insight into the world of animal welfare and the challenges faced by those working to protect animals.
As the campaign approaches, more details are expected to be released, providing a clearer picture of the initiatives and changes that will be implemented to improve the welfare of animals in the dairy industry.
