The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Creative Creative Works PETA

Peta storms Animal Crossing to protest treatment of digital animals


By Imogen Watson, Senior reporter

May 22, 2020 | 3 min read

With demonstrations outside of the house currently discouraged, Peta has taken to the popular video game ‘Animal Crossing’ to stage a virtual protest against the way it treats animals.

Peta storms Animal Crossing in protest

Peta storms Animal Crossing in protest

Like Houseparty and Zoom, during lockdown, Nintendo’s video game Animal Crossing has become a digital icon of the coronavirus era, with millions of players turning to the fantasy platform for entertainment and escapism.

Keen to tap into Animal Crossings engaged audience, brands have found ways to get on board the game, with the likes of Singapore’s Sentosa island creating the first branded island on the game.

Peta has made is no secret that it thinks Animal Crossing breaks a number of animal rights laws. It recently posted a ‘Vegan Guide’ to the game that advises players against fishing, catching bugs, collecting clams or capturing hermit crabs, alongside an in-depth list of what vegans are allowed to eat on the game.

Though, to ensure its feelings towards Animal Crossing’s treatment of animals is truly felt, Peta decided to stage a virtual protest against the museum, claiming its director is ‘cancelled.’

Why? Because players are encouraged to fill the museum themselves by capturing animals, including fish and bugs.

Uploaded to TikTok, Peta shared a video of gamers storming the museum shouting 'empty the tanks' and 'fish are friends.'

Creative Creative Works PETA

More from Creative

View all


Industry insights

View all
Add your own content +