How can we draw attention to the immense global damage caused by meat consumption to natural forests?
All over the world, the deforestation of our natural forests, especially the tropical forests in South America, continues unabated in order to gain space for cattle farms and soya plantations. In the process, countless plant and animal species are losing their habitat. In total, around 158,000 square kilometers of rainforest are felled worldwide every year. Tropical rainforests produce a good 40 percent of the oxygen in our atmosphere. The environmental and nature conservation organization ROBIN WOOD, which is committed to forest protection, has committed themselves to take action against this.
To draw attention to the issue, an OOH and print campaign has been developed that shows the immense damage that global meat production is causing to our natural forests. The aim is to use a surprising visual twist to make individuals question the quantity and origin of the meat they consume.
Based on the visual similarity of the surface texture of beef to deforested and burnt forest soil, three motifs were developed to illustrate the contrast between culinary enjoyment and thoughtless destruction - and thus perfectly sum up the claim "Every Serving Comes With a Price". Thematically, different methods and stages of deforestation were addressed - such as slash-and-burn or the commercial development of the cleared areas - in order to create a visual range of actions and consequences. An appetisingly prepared steak, a burger patty and a portion of ribs are used to create a memorial to the ongoing destruction of forests an