The Issue
The world is running out of natural resources.
The Insight
The amount of natural resources required to produce a piece of meat is more than what we can imagine. From huge pieces of land cleared out for farm animals to the large amounts of water and energy used in the process of rearing them.
The Proposition
Therefore, we approached People for the Ethical Treatment of Animals (PETA) and came up with a series of print ads to show how much we are actually paying when we indulge in a good piece of steak.
“The next time you see a piece of meat on your plate, consider this: It took more than 5,000 litres of water to put it there. That's as much water as there is an average swimming pool. Or enough water to shower twice a day for six months. Or enough drinking water for everybody in a medium-sized village in Central Africa for an entire year. More food for thought about meat at” 
“Meat for dinner? Then you should chew on this: A piece of land equal in size to seven football fields is bulldozed every minute to create more room for farmed animals. Eleven species of wild animals, birds, and insects disappear forever from the face of the Earth every hour. Gasses produced by farmed animals are estimated to raise the global temperature by up to 2 degrees each year. More unpalatable facts about meat at” 
“The steak doesn’t just walk to your plate. Huge amounts of energy are spent in growing grain, soybeans, and other animal fodder. More energy is then invested in harvesting and transporting this feed to the feedlots. The animals must then be transported to the slaughterhouses, from which the meat must be trucked in refrigerated trucks to yet another processing plant before it is ready for the supermarket, from which it will go to the restaurant before it lands on your plate. Now you know why more than one-third of all fossil fuels produced in the world goes toward animal agriculture. More unsavory facts about meat at” 
Agency: DDB Singapore
Creative Directors: Thomas Yang, Joji Jacob
Head of Art: Thomas Yang
Art Director: Huang Yizhen
Copywriter: Choon Yeng Teng, Joji Jacob
Photographers: Allan Ng (The Republic Studios), Julio López Saguar (Getty Images), Sven Hagolani (Getty Images), Norbert Schaefer Getty Images)
Digital Imaging: Digitalis
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