Dein Fleisch …
»Your Meat« shows the life of the meat before somebody bought it in a discounter.


The recipient should be catched by the »yummy-looking« food at the first glance. As next step he would read the fat text and then the information below. With this solution you catch the meat-lovers, which in some circumstances had never spared a thought about where the meat they buy comes from. This solution provides the perfekt connection between the meat on the plate and the suffering animal without showing the latter.

Campaign Scaleability

This motive aims at weight increase of the animals first, but in the text below you learn about the relation to humans. I see it as a print campaign on the streets, trainstations, shoppingmalls, etc. But it would also work in the web.