Creative Gallery on Sustainability Communications


"Bloody Meat" For Do The Green Thing
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Description / Synopsis

Visual artist Mathieu Frossard has treated us to a stomach-turning poster to tie in with the UK’s National Vegetarian Week. “In every creative production, the visual aspect remains one of the key elements as it helps catch the attention of the viewer and thus communicate a message in a more efficient way. The image is intended to be a disgusting yet fascinating representation of flesh. Like an attractive revulsion, I hope it can capture a viewer’s attention to deliver the message: slow down on the meat and go for more vegetables.”


It takes over 11,000 litres of water to produce half a kilo of beef. This is the equivalent of taking a seven-minute shower every day for six months.


Do The Green Thing aims to inspire as many people as possible to live in a less selfish, less consumptive, more imaginative and more sustainable way. Our product is a feed of beautiful, subversive and delightful inspiration made by great creative talent from around the world.


In the seven years since we launched Do The Green Thing, our posters, films, podcasts and products have reached over 21m people in 209 countries/territories around the world. Research conducted by Hall & Partners tells us that we’ve inspired our subscribers to save 2.5 times more CO2 than they otherwise would have.

Title"Bloody Meat"
AgencyMathieu Frossard
AdvertiserDo The Green Thing
Sustainability Themes Climate Change & Atmosphere, Education & Awareness, Food, Consumption Patterns, Agriculture & Fisheries
Date of First Publication 21/05/2013
Country of ProductionUnited Kingdom of Great Britain and Northern Ireland
TaglineEat a little more veg
Account Director: Do the green thing 
Account Executive: Do the green thing 
Creative Team: Mathieu Frossard