Date: November 23, 2020
Slash Dynamic Productions
“Give Meat the Day Off”
Meatsdayoff.org releases new campaign just in time for Thanksgiving.
Give Meat the Day Off – The Why
Personal health is on everyone’s mind. So is the health of the planet.
Giving up meat for just one day a week can cleanse your body, and lessen the burden that meat production places on the environment. It’s been well-documented that meat production is one of the leading drivers of climate change, and places untold pressure on our water, air, land, fuel and grain resources.
Jane Goodall recently made a concise, and passionate case for reducing meat consumption here.
The impact of everyone taking one day off from meat a week are summarized by Reader's Digest, here.
Like, for example, if everyone takes one day off from meat a week, we could save enough gas to fill every car in Canada and Mexico – as well as save millions of acres of land – an area twice the size of Delaware.
What’s the best weapon? Not preaching or being polarizing – we thought there’s enough of that going on. We thought we’d take a flanking maneuver and attack the problem with humor.
And thus, “Give Meat the Day Off” was born.
In the :30 TVC PSA, we see an overworked pig named Francis Bacon, slaving away while is workmate, Federica Chicken commiserates over the cubicle wall. Two posters for use as print and online creative show the colleagues enjoying a well-deserved day off.
Give Meat the Day Off – Why Now?
“If Trump can pardon a turkey (an actual turkey, not for instance Roger Stone) we felt that we all could give animals a day off.” Jokes aside, people are always asking what we eat for Thanksgiving. And that got us thinking – what a great time for our new campaign.
Give Meat the Day Off – The Production Journey
The current production environment has caused agencies and production houses to be creative in ways they’d never dreamed – raising barrier and extending timelines.
The director call for the project took place in early 2020. With the onset of pandemic, global production of course, was shut down. But that didn’t stop Kiran Koshy and the team of Slash Dynamic. Director, DP, editor, photographer, composers, animators, set designers – not to mention, one heck of a puppet maker – all worked together virtually and utilizing social distance protocols. Talent from upstate New York to Dallas, Texas to Long Beach, CA all rallied and came together. John Turcios, agency creative by day and set-builder by night, hand built the entire set by hand, to scale, in his garage. It took months to pull off, but in the end, we created something we can all be proud of – both creatively and philosophically.
For further questions, reach out to Max@meatsdayoff.org or 424-335-7114.
Creative Director/Copy - Max Godsil
Creative Director/Art - Gabi Hastings
Director - Kiran Koshy
Production Co. - Slash Dynamic
Exec Producer - Tanya Cohen
Assistant Producer – Caitlin Cohen
DOP/Colorist - Charles Gerstner
Set Builder - John Turcios
Puppets - Jocelyn Krodman
Photographer & Stylist - Bonnie Holland
Lighting - Paul Guarente, John Guarente
Finish - Mike Jensen
Animator - Sarika Matthew
Retoucher – Thomas Canny
Editorial Co - Treehouse, Dallas
Editors - Max Smith, Adam Henderson
Sound Design & Mix - Eric Jenkins
Music - Dustin Ballard
Track - Clockwatcher’s Lament