Cow Off.
YEAR / 2021
BRIEF
This collaborative project required working in interdisciplinary groups for the live client Size of Wales. Instead of having a set brief, the task was to create a campaign that would perpetuate SOW’s objective to sustain tropical rainforests by eliminating imported deforestation from Wales’ economy. One secondary aim is to communicate how simple sustainable choices can have a significant impact on reducing deforestation and that it is not an obscure, distant issue. The audience should feel empowered and motivated to take responsibility for their actions, and recognise the importance of tackling climate change here and now. In developing the campaigns, the tipping point principles of the stickiness factor, law of the few, and the power of context should be considered.
RESPONSE
Collaborating with Illustration, Fashion, Photography, Fine Arts, and Interior Design students, resulted in developing the Cow Off campaign. Aligning with Size of Wales’ goals and values, this campaign focused on changing the public’s mindset on the idea that veganism is the only way forward. In fact, countless studies show that consuming locally and sustainably produced meat already significantly contributes to reducing our environmental footprint, particularly relating to deforestation. Aiming at a wider age range, the outcomes included a brand identity, a Top Trumps game, meat packaging labels, merchandise, an infographic informative website and public displays, and a presentation pitch to our Size of Wales client.
