Superkraft shows how small a cage really is

August 20, 2025

As part of De Standaard Solidarity Award, Superkraft teamed up with Bite Back to create a striking and confronting advertisement. The goal: to draw attention to the plight of laying hens kept in so-called “enriched” cages.

Today, sixty percent of laying hens in Belgium are still confined to such cages. Heartbreaking, especially since a cage is smaller than a single newspaper page.

To make this visible, the ad itself literally takes up more space than a hen has in an enriched cage. It’s a simple yet powerful way to make readers of De Standaard experience the severe lack of space hens face.

With this campaign, Superkraft and Bite Back ultimately call on everyone to take action against the use of enriched cages, so they won’t remain in place until 2036.

Credits

Art Director: Louise Windels

Copywriter: Silke Beurms

Head of Design: Caroline Vanneste

Account Executive: Julie Meirlaen

Creative Director: Koenraad Lefever

Strategic Director: Jef Raeman

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