Creative Gallery on Sustainability Communications


"Enjoy Responsibly" For Do The Green Thing
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Description / Synopsis

Dan Norris and Ray Shaughnessy, creative directors at Wieden + Kennedy, are certified meat addicts – and they wanted to create a poster that encouraged themselves and others to go easy on the meat: “We’re pretty greedy, especially when it comes to meat, so it seemed like an obvious subject for us to deal with. We hope that by encouraging people to ‘Make Meat a Treat’ we can help them to reduce their meat consumption which in turn will help to reduce the industry’s CO2 footprint. And from our selfish meat-eating point of view, we’re looking at it as a form of carbon off-setting so we can keep enjoying it too. It’s a classic win-win-win situation.”


Meat production is responsible for 18% of greenhouse gas emissions – more than all the cars, trucks, planes, trains, and ships in the world combined.


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"Enjoy Responsibly"
AgencyWieden + Kennedy UK Ltd
AdvertiserDo The Green Thing
Sustainability Themes Climate Change & Atmosphere, Education & Awareness, Food, Agriculture & Fisheries, Consumption Patterns
Date of First Publication 03/02/2013
Country of ProductionUnited Kingdom of Great Britain and Northern Ireland
TaglineMake meat a treat
Account Director: Do the green thing 
Account Executive: Do the green thing 
Creative Team: Dan Norris ,  Ray Shaughnessy