Most campaigns against animal cruelty show hard-to-look-at/repulsive imagery of blood and gore. So you just don't look. This campaign, aimed at promoting vegetarianism, uses easy-on-the-eyes imagery to make you settle into blood and gore message underneath.
Nostalgia for the radical and subersive trends of the 1960's and 1970's were played upon with surrealistic, psycadelic visuals and patterns. The somewhat political and socialist lyrics of Hunger Strike (Temple of the Dog) inspired the copy.