Killer Cows
Killer Cows
2019
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PETA
Under the motto Eating meat kills more animals than you think, we created a CGI-only awareness campaign. At its center are the Killer Cows, a bold symbol of how meat consumption drives rainforest loss. One of the main causes of deforestation is the cultivation of feed crops like soy. Grown in former forest, exported worldwide, and fed to livestock – this chain destroys the habitat of countless species long before meat reaches the plate.
BACKGROUND
Rainforests are cleared to grow feed for livestock, destroying the habitat of countless species. A real but abstract chain of cause and effect.
IDEA
Eating meat kills more animals than you think. The Killer Cow puts a disturbing face on it: a cow turned predator, attacking the animals of the rainforest.
EXECUTION
CGI key visuals in a documentary style: a ghostly white cow with protruding bones, a gloomy end-time sky, a slanted horizon and splashes of dirt and blood. Run as OOH for PeTA.
AWARDS
ADC GERMANY
1× Silver — Illustration
1× Bronze — B2C Print Campaign
1× Bronze — Illustration
1× Merit — B2C Print Ad
CRESTA
1× Silver — Craft
1× Bronze — Art Direction
ALSO AWARDED
Mobius
AGENCY
fischerAppelt
PRODUCTION
Illusion
CREATIVE DIRECTION
Philip Bolland
David Morales
ART DIRECTION
Claudia Kuprat
LAYOUT & DESIGN
Christoph Laurisch
COPYWRITING
Jonas Bartelworth
