ROBIN WOOD / Germany / 2020OOH · Social
Hungry for Destruction.
Illustrations transformed cuts of meat into landscapes of burning and cleared forest.
- Brand
- ROBIN WOOD
- Agency
- Serviceplan Campaign X
- Market
- Germany
- Region
- Global
- Year
- 2020
The challenge
ROBIN WOOD wanted people to recognise the relationship between meat production and tropical deforestation and reconsider their consumption.
The idea
Images that initially resembled appealing food revealed damaged forest landscapes on closer inspection. The steak, ribs and burger executions used this visual reversal across print, posters and social content to connect an everyday choice with a distant environmental consequence.
Case study source: House of Communication Source ↗
Awards
- Cresta Awards 2020Print, OOH – Print campaign (2-6 executions)Silver
- House of Communication also lists an iF Design Award for this campaign; the award year is not stated on its case page.
Credits
- Brand
- ROBIN WOOD
