Dear Beeflovers,

Idea We are going to confront people, that happily post their beef consumption on social, with the fact that eating beef isn’t something to be proud about, at all! Our beef consumption is by far our most selfish habit, which causes natural disaster. How By reposting Instragram posts, that used #beef, on our campaign Instagram account. With this, we’ll ask the happy beef eaters if they know that their meal released lots of carbon into the atmosphere. Would they still be proud of their quarter pounder? We’ll use their posts to create OOH and print advertisements. This way we’ll reach beyond the hardcore carnivores.

Long Description

Challenge
Design a compelling campaign, product, service or program that shows people how much their personal beef consumption is affecting the climate

Insight
Instagram counts 4.469.648 post when you look at #beef. This shows that a lot of people eat loads of beef and are surprisingly proud about it.

Idea
We are going to confront people, that happily post their beef consumption on social, with the fact that eating beef isn’t something to be proud about, at all! Our beef consumption is by far our most selfish habit, which causes natural disaster.

How
By reposting Instragram posts, that used #beef, on our campaign Instagram account. With this, we’ll ask the happy beef eaters if they know that their meal released lots of carbon into the atmosphere. Would they still be proud of their quarter pounder? We’ll use their posts to create OOH and print advertisements. This way we’ll reach beyond the hardcore carnivores.

THIS IS A PERSONAL PROJECT BY EVA NOTA & MARLEEN GEERTS