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Greenpeace against cheap meat

Is that what it cost?

Depicting the Earth as though it was a cheap meat product

Solution

The message of the idea is mainly directed at discounters such as Lidl and Aldi: They are called out in the way they set the price of their meat products which are cheap, but they cost the planet a lot. Here is the point in depicting the Earth as if it were a cheap product while asking: "Is that what it costs?" This way, the visual demands the discounters to unveil what is behind. On the other hand, it wakes up in consumers concern an curiosity about the issue.

Campaign Scaleability

The visual can be adapted in medias such as billboards and digital formats so that they can be also shared in social networks. The message aims to be self-explanatory and easy to understand right away. Simultaneously, the design takes some elements that resembles the ones used in the discounter ads.