Discount supermarkets in Germany like Lidl and Aldi source and sell extremely cheap meat. Packaging labels deceptively send an affirmative message about the manufacturer’s animal welfare and production practices. But in reality these standards are often violated and consumers are left in the dark about the truth behind the product. Cheap mass meat production has an extremely high impact on local and global environments and causes great animal suffering. Low prices and positive marketing lead to high consumption of mass-produced meat, which is linked to health risks. Cheap prices are also bad news for farmers – many farms have had to close down due to the pressure to mass produce at minimum costs. If consumers are not aware of what cheap meat really costs us, animals, farmers and the environment, they can not make sustainable choices and exercise their ‘monetary vote’. Well-informed consumers are an important first step toward a more sustainable future! Lidl, Aldi & Co. should be responsible for putting the truth about their products out there! This is where we need your help: demand that Lidl and Aldi take on this responsibility!
The project kit contains a lot of information about the catastrophic consequences of industrial meat production and cheap meat consumption – use these arguments to create a key visual for a campaign that calls out Lidl and Aldi on their silence about where their cheap meat comes from. We are looking for a striking key visual that can be used both for viral online campaigns, in print formats and for guerilla street campaigns. Your visual can also be animated in the form of a gif or short video clip, but should ideally still be adaptable to a print campaign.
Some main evaluation criteria are:
- Creative and engaging visual/text
- Scalability to different media (street/print/online campaign)
- Confrontative but with good tonality
Greenpeace has a history of zesty, confrontative, creative and non-violent campaigning and activism. These attributes are important. Play on the tonality of ‘We’ve had it, folks, stop fooling your customers, make a change!’, embedded in engaging, witty, yet confronting and informative visuals.
Check out the following benchmarks and inspiration:
- jovoto campaign: https://www.jovoto.com/projects/mcgen/ideas – the winners of this project will give you a good idea about the right tonality.
- Also, the cleverness of this HEINZ-advert is a good point of reference: https://adsoftheworld.com/campaign/heinz-leo-burnett-04-2013 – imagine for example a gif with the Ketchup flowing back into the bottle because it doesn’t like the meat.
We want to call for Lidl and Aldi to be truly transparent about their meat! This campaign should be so catchy that it alerts consumers to question cheap meat and demand Lidl and Aldi to make changes, too.
Timing and Awards
This is your chance to use your design skills to help Greenpeace in their quest for a more sustainable future! You can earn cash prizes from the total award pool of €10,000. This includes 5x€100 Halftime Awards, 5 Client's Choices of €1000 (incl. license fee) and 5x€100 Client’s Shortlist Awards (excl. license fee). Selected Client’s Choice submissions might be used as public art interventions in Germany in the beginning of 2018.
The deadline to have your submission be considered for the Halftime Awards is Wednesday, November 15th, 2017 at 23:59 (Berlin time).
- USE THE GREENPEACE LOGO ON EVERY SLIDE AND VISUAL. This is absolutely mandatory for legal reasons. Submissions that don't comply will be immediately removed. Revised ideas may be uploaded again.
- Please download the Project Kit which contains great research links about the true cost of cheap meat. The Greenpeace logo is provided, as well as a link to Greenpeace Media.
- All contents of Greenpeace Media are freely available in low resolution! Any watermarked or low-resolution Greenpeace-image you use in your design will be provided for you in full resolution if your idea makes it into the Client’s Choices. While Greenpeace Media is free for you to use, please be sure to mark it as third party material with source links!
- We have a new way for you to upload your ideas on jovoto, which also means a new way to present them. Want to make the best out of your idea in this project? Then read this blogpost first, and then start brainstorming.
- Do not use depictions of animal cruelty or suffering, or any other highly offensive materials for your main visual.
Additionally: Some topics of what you should be aware of in this specific project – read the Project Terms for more details.
- Removal of Ideas: Submissions might be immediately removed from the platform for possible legal infringements by Greenpeace and jovoto or if they do not contain the Greenpeace logo. Revised ideas may be uploaded again.
- Communication: Throughout the submission and rating phase, submissions may be shared by jovoto and Greenpeace on their communication channels.
- Third-Party Material/Sources: Please submit ideas
- for which you own and are able to exclusively transfer the full copyright and image rights
- or otherwise ensure that you have noted any and all third- party material you used – including the source where it can be found. This refers to all aspects of the submission, meaning not only visual components, but also informative content. Please cite the source/articles of your informational claim.
- Refinement: In case your submission is chosen as a Client Award, you might be asked to revise your submission during a refinement phase. This means eliminating all third-party/creative commons material and incorporating minor adjustments from the client.
- File Format: In case your submission is chosen as a Client’s Award, you will need to supply open layered file formats as well as printable formats (with 300 dpi).
Here is a brief overview of what you should be aware of:
- When entering an idea for a project, jovoto as well as the client, may display, share and print it for evaluation or presentational purposes.
- There is a three-month exclusivity period:
- in which you may publish and share your idea on other websites or social media and ensure it is clearly labelled as a submission created on jovoto.
- in which you ensure that the client is able to exclusively license your design.
- after which you may offer your submission to others and publicly display it (without the client’s logo).
- Please ensure that you have noted any and all third-party material you used – including the source where it can be found.
- The project terms clarify rights for your upload as well as the details that go into effect if and when you are informed that the client wishes to license your design.
- Please carefully check and review your submission before publishing it – it can only be deleted within 24 hours.
Please note: This is a public project, open to all jovoto creatives. Both newcomers and experienced creatives that know the platform very well are welcome to participate. We ask everyone to accept and respect that a broad range of creatives, with varying skill levels, will be submitting ideas to this project.
Greenpeace is responsible for the content of this project. jovoto only provides the platform to guarantee the technical operation of the project.