This design was licensed by Greenpeace Germany in 2018. It was created by me and my coworker Elli Lechnermomma through the Jovoto online innovation platform.
Greenpeace required a powerful key visual that could be used for viral online campaigns, print formats, and guerrilla street campaigns. The goal of the campaign was to demand transparency from supermarkets regarding their meat products, particularly the actual cost of cheap meat.
Cheap meat from industrialized farms causes animal suffering, health problems, and environmental damage. Discount supermarkets like Lidl and Aldi sell low-priced meat, but the hidden reality behind these products is often unknown to consumers. Industrial meat farming has a devastating environmental impact, polluting waterways and soil, and contributing to greenhouse gas emissions that lead to climate change. It also causes animal suffering due to cramped and unsanitary conditions, limited access to sunlight and fresh air, and the use of hormones and antibiotics.
Visual Campaign Design
Greenpeace wanted to inform the public about the hidden costs of buying cheap meat. They asked supermarkets to be transparent about their meat production. Greenpeace's call to action urged shoppers to think about the impact of their choices and push for more transparency from the food industry. Therefore, we used a striking visual design to get its message across.
The campaign aimed to expose the hidden reality behind cheap meat products and demand transparency from supermarkets. It consisted of four posters and was accompanied by a video showing on-street campaign activities.
On-street Campaign
The on-street campaign aimed to bring attention to the issue in crowded areas of cities. A guerrilla campaign could use a pedestrian crossing, transforming it into a barcode that reveals the hidden truth about cheap meat, empowering consumers to make informed choices that avoid contributing to animal suffering, environmental damage, and health risks.
For more details about the project, please visit the link
or read Greenpeace's Blog Post about the Project