Greenpeace follows Rang-tan with meat discount
Greenpeace has launched a new campaign film, "There's a Monster in My Kitchen," which was made by Mother London, a regular contributor. The spot highlights the effects of industrial meat production, which, according to the organization, is the biggest cause of deforestation worldwide.
The campaign film begins with a menacing scene of a jaguar (jag-wah) lurking behind a boy who is afraid of the monster in his kitchen. However, when Jag-wah steps out of the shadows and the narrative voice shifts, it turns out that it is not a fearsome enemy, but a creature that was displaced as a result of deforestation.
While the film sheds light on the impact of deforestation on animals – particularly in South America – Greenpeace also highlights the impact on indigenous communities at risk of losing land to make way for cattle and fodder plantations, as well as the role of deforestation in the Repeated climate crisis. The animation was inspired by street and indigenous art from the Amazon, which has long been the epicenter of deforestation activities.
The film, which is jointly staged by Tomm Moore and Fabian Erlinghäuser in the Oscar-nominated animation studio Cartoon Saloon, conveys an appropriately childlike feeling that corresponds to the character at the center of the story. In keeping with Rang-tan – Greenpeace's first film of its kind, which Iceland repurposed for its Christmas advertising in 2018 – the story plays out in nursery rhyme form, this time voiced by Brazilian actor Wagner Moura, who appeared as Pablo Escobar in Narcos. The campaign was also supported by longtime animal rights activist Paul McCartney, who has a brief cameo in the animation.
Mother partner Ana Balarin said of the project, “The impact of industrial meat production in South America is so great and difficult to visualize that we decided to bring it to life through a human story, making the subject more relevant to our audience lives and offers them concrete measures for positive change. "
Credits:
Creative agency: mother
Creative: Maria Pareja, Federico Pirovano
Animation: cartoon saloon
Director: Tomm Moore, Fabian Erlinghäuser
Animation: Emmanuel Asquier Brassart, Laurent Kircher and Fabian Erlinghauser, Herbie Cans, Darragh Herlihy, Marie Post Riggelsen, Alice Guzzo, Fraser Thomson and Gaia Ruggenini