This man is eating a golden retriever burger, with cheese made from horse’s milk on a bun glazed with canary’s eggs… Have you ever wondered why you eat some animals but not others?
This campaign is intended to make the audience question why they view some animals as companions and others as food while showing how catching on to carnism and becoming a vegan ally can help transform the system.
Beyond Carnism is a US-based, international organization dedicated to exposing and transforming carnism, the invisible belief system that conditions people to eat certain animals. Beyond Carnism seeks to empower nonvegan consumers and vegan advocates through awareness-raising and training, to help create a more just and compassionate world for all beings, human and nonhuman alike.
NowThis. -- the largest social video news publisher in the world -- signed up to premiere our campaign! The video got almost 200,000 views in a day, having hugely mixed response among commentators. The premier helped this video gain massive momentum, targeting progressive nonvegans and reaching many of “low-hanging fruits", hitting the goals of success for this campaign.
There were also over 20+ other channels that supported the campaign, besides Beyond Carnism's social media channels (Facebook, Youtube & Instagram ) these are some of the other supporter channels that had the highest performance: Plant Based News, Veganuary, Csir Kevin / with hungarian subtitles :)
within 10 days
Eye-opening video! So true! It just makes no sense to cuddle, pet, and love our dogs like our children - and do the opposite with pigs and cows: hitting, killing, eating them. No matter what species, all have needs and desires and wish to be alive.
Having Melanie Joy and her team's trust has always meant the world to us. Especially at this time, on the 10th anniversary of her best selling book "Why we love dogs, eat pigs, and wear cows"!
Using the movie metaphor of the matrix, we re-introduce the concept of CARNISM, and how the system acts as the matrix, and controls most people.
The video is a combination of Melanie Joy shots, video footage, and motion design.
It kicks off with an introduction of the "carnism" concept, introducing the viewer directly to the visual definition of carnism. This is followed by a deep explanation of what it does to conscientious people as a global atrocity. What carnism makes people believe, the 3N's of justifications, defensive methods for its survival, etc. By the end, the viewer learns the benefits of awareness and the concept of vegan allies.
Regarding video stock footage, we always utilize multi-racial and gender-inclusive content so that the campaign speaks to everyone.
For the carnism-matrix concept, we make reference to the Matrix movie. The binary code and a head plugged into a machine that affects people's perception.
Melanie is on screen every time the message is personable. The text should stay minimal and clean.
Anything that talks about carnism carries a dark orange tone. In contrast, any positive message carries a blue or lighter color tone.
In this stage, we plan the content of each scene, what makes sense in terms of storyline, how to tie in the motion design graphics with the stock footage, and Melanie Joy as our key communicator.
The Motion Design scenes seek to illustrate the matrix concept in a clear way, while at the same time creating emotional tension. Here below you can see the early concept sketches.
Besides covering the scenes that are hard to explain with stock footage or live-action, the animation is designed to enhance the mood of the message. "Carnism" is something negative in society, so it's mood is dark. On the contrary, when we speak about awareness and calls to action, it is done so in a lighter tone.
The music was subliminally composed with breaks happening each time a new topic was introduced, throughout the visual story. These subliminal music breaks allow people to better digest the topic throughout the length of the film, carrying a volume balance that does not fight the message of Melanie's voice over, but rather helps it.
The animation has full sound effects to support the ambience and action happening, as well as some subtle animal sounds on the video stock footage, in order to make the film emotionally stronger.
The stickers are used by social media supporters, who help spread the campaign's core messages. They can be found on any Social Media platform, such as Instagram, Facebook, Snapchat, TikTok, etc. by searching: "beyondcarnism" on any Gihpy search bar. Within 10 days of the campaign's premiere, these sets of stickers have already hit 202k views, and continue to go up.
It has been wonderful to work with Roxy and her team. They did a fantastic job. Roxy's passion and commitment is remarkable. We have gotten great feedback on our video and we expect it to have a very long lifespan and to continue to do a lot of good work in the world. I cannot recommend Vexquisit highly enough!