Will this animation on deforestation by Greenpeace make you query your meals selections?
LONDON – When Greenpeace and the Mother agency hired actress Emma Thompson to narrate a powerful animated ad in 2018 investigating the plight of orangutans, the spot caused a storm that proved so popular that it hit the social media exploded and was rife in the UK national press.
The place, in the style of a children's story, told the story of a young orangutan who is in a child's room and causes a riot when he sees products made from palm oil. The ad, titled "Rang-tan," takes a dark turn when the girl learns how deforestation with palm oil drove the orangutan out of his home and into her bedroom.
Mom is back with an animated sequel called "There's a monster in my kitchen," voiced by Narcos' Brazilian actor Wagner Moura with a cameo from Beatles star Paul McCartney.
The commercial produced by Cartoon Saloon is designed in the style of a nursery rhyme. It connects the viewer with their world and how their everyday consumer choices affect the region, and affirms that we are all connected.
Targeting deforestation across South America caused by industrial meat production, it tells the story of an displaced jaguar named Jag-wah who was forced from his forest home to make way for grazing cattle and animal feed plantations.
Meat is the world's biggest driver of deforestation, according to Greenpeace, as forests are being cleared to make way for cattle and animal fodder crops, including soy. Jaguars are also threatened by record fires, the environmental group said.
The film will be shown on paid social networks and cinemas worldwide, with the movie's narrators localized in each major market for maximum breakthrough.
"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 that would make the subject more relevant to the lives of our viewers and provide them with concrete action for positive change . " Ana Balarin, partner with mother, said.
“The world's forests are really irreplaceable. They are home to indigenous peoples, amazing wildlife and are vital to our fight against the climate crisis, "McCartney said in a campaign statement. “But as Greenpeace so vividly shows in its“ monster ”animation, these forests are being cleared at a shocking rate in order to grow more industrial meat and dairy products. That is why it is so important to reduce our meat. "
McCartney noted, however, that individual action is not enough and must be reinforced by changing company practices.
"To solve this problem, we need supermarkets and fast food restaurants to clean up their supply chains and switch to less destructive plant-based alternatives," said the famous musician. "Our forests – and all of our future – depend on it."
John Sauven, Executive Director of Greenpeace UK, added: “Meat is at the heart of much of the habitat destruction in South America. Our relentless desire for meat on ever larger industrial scales has lasting ramifications for the health of our planet and ourselves. When we protect nature, nature helps us protect us. Everyone can make a difference. But it is the meat retailers and suppliers who can have the most dramatic impact when they clean up their supply chains. "
Client: Greenpeace UK
Animation: cartoon saloon
Direction: Tomm Moore and Fabian Erlinghäuser
Coordination: Nicole Storck
Art direction: Maria Pareja
Storyboards: Iker Madigan
Design: Maria Pareja and Federico Pirovano
Background: Maria Pareja and Ludo Gavillet
Animation: Emmanuel Asquier Brassart, Laurent Kircher and Fabian Erlinghauser
Clean animation: Herbie-Dosen, Darragh Herlihy, Marie Post Riggelsen, Alice Guzzo, Fraser Thomson and Gaia Ruggenini
Ink & Color: Cal Mcloughlin and Helena Melin
Compositing: Serge Ume, Morgan Fontana and Benjamin Zurstassen
Edit: Alan Slattery in the cartoon saloon
Contribution: Coffee & TV
Sound: 750 mph
Composer: Bruno Coulais
Score performed by: Bulgarian Symphony Orchestra
VO: Wagner Moura
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