WAkker Dier
IDea for A Young Dogs pitch, together with Thomas van Driel
Brief:
Create a bold campaign that enlightens people about how supermarkets actively obstruct the reduction of meat consumption in the Netherlands for their own gain. The ultimate goal is to encourage supermarkets to actively contribute to promoting a more plant-based diet and bring about significant changes in the meat sections.
INSIGHT:
Supermarkets give discounts on the price of meat to attract more customers. the Reduced profits caused by this are offset in other product categories, so the bill is ultimately not paid by the supermarket, but by the animals.
Idea:
We link the pressure on cows, pigs and other animals to what you put in your supermarket basket, with unmissable, bold stickers placed where you put your basket at the checkout.
This causes the consumer to see the consequences of their purchasing behavior, as well as calling out the supermarkets for their unethical business practices.
Michael Boersma 