No more cattle farming in the Amazon Rainforest.

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  • CLIENT Greenpeace
  • EXPERTISE Naming, visual identity, illustration, motion graphics, editorial design, webdesign
  • LEAD DESIGNER Gabriela Namie
  • LEAD ILLUSTRATOR Jun Ioneda
  • EDITORIAL DESIGN Gabriela Namie
  • WEBDESIGN Jun Ioneda
  • CHARCOAL LETTERING Igor Sturion
  • MOTION DESIGNER João Veloso
  • PROGRAMMING Indice

CONTEXT
Cattle farming is the most harmful activity for the Amazon Forest. It occupies more than 60% of deforested areas in the region. To fight against deforestation and socioambiental crimes, all the companies connected to the cattle farming chain must adopt Desmatamento Zero practices, contributing also to the end of slavery and indigenous area invasions

SOLUTION
To break this chain, Greenpeace noticed that supermarkets can lead the process, demanding compromise from suppliers. To alert people and companies about it, campaign’s visual approach was different than usual Greenpeace campaigns, closer to a urban language, in order to dialogue with the target supermarket consumers.

OUTCOME
A month after the launch, the main target of the campaign compromised not to buy meat from deforestated areas. Some months laters, all the biggest Brazilian supermarkets adopted good practices. Our work was done.