I grew up in a family that didn’t eat meat on a daily basis. When we did eat meat, it would be bought from a butcher. This meant a better taste, and made clear where it had come from. This is what gave rise to my concept idea.
Looking at meat eating habits, I’ve noticed that buying a plastic package containing meat subdues the emotional impact of the animal behind the product, since we no longer see it.
I believe we should become aware of that animal again. I’ve chosen for a tongue-in-cheek campaign for animal welfare organisation Wakker Dier to help people understand the need to appreciate animals. We have to stop buying meat in bulk. Animal life is valuable.
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