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ROBIN WOOD: Every Serving Comes With a Price, 3
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Using the claim "Every Serving Comes With a Price", Serviceplan Campaign X has developed a campaign for the German environmental NGO ROBIN WOOD that illustrates the immense damage done to forest areas by deforestation due to cattle farming. In South America, cattle breeding and soybean cultivation are the main causes for the - mostly illegal - deforestation and slash-and-burn clearing of tropical forest areas. Still very present are the pictures from last year, when slash-and-burn in the Amazon region was considered one of the causes of the most devastating forest fires in years. A study released in September 2019 by the Monitoring of the Andean Amazon Project (MAAP) stated that over 125.000ha of forest were both cleared in early 2019 and then burnt at the beginning of the Amazon's dry season, as land owners claimed new land for agriculture and pasture using the slash-and-burn technique. The campaign was launched as a print ad and OoH. A comprehensive social media campaign (Facebook, Instagram, Twitter) will follow in the coming weeks. Based on the visual similarity of the texture of meat to deforested and burnt forest soil, motifs were developed to illustrate the contrast between culinary pleasure and destruction.
Markus Maczey – Creative Managing Director Serviceplan Campaign X Related |
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