We created a series of banners and a playlist on Spotify, to promote the campaign. We rewarded all the people that engage with the campaign with a curated playlist of hip-hop's most iconic "Beef raps"...the only beef we need.
We created the "Cut The Bull" campaign as an entry into the young advertising talent competition, to address the issue of climate change. Globally, the meat industry makes up 15% of greenhouse gas emissions that are adding to the further deterioration of our environment. Studies have shown that by removing meat from our diets one day a week helps decrease one’s carbon footprint. The ultimate objective is trying to get the public, to decrease their carbon footprint by simply removing beef from their diet one day a week and having our ministers sign a beef cap on the processing of beef.
As a launch stunt, We created a sculpture made purely of the amount of beef consumed by the average person over a year. And erected it outside the office of the Minister of Agriculture. We had one ask – for the office to put a cap on the production of beef in the country.