Canadian Ad Insider

If you are like most consumers, you have probably never seen livestock reach maturity because, in the current food system, they only live a fraction of their natural lives. As they prepare for Earth Day, NotCo has kicked off a new campaign to raise awareness of the disparity between how long animals live in nature and how long they live within the conventional food system.

This innovative campaign leverages the power of artificial intelligence to show what livestock would look like if they survived to their full life expectancy. The images intend to educate and expose a general lack of understanding about natural animal lifespans, including that cows can live up to 49 years, pigs up to 23 years, and chickens up to 13 years in the wild. By contrast, animals caught in the current food system live just a few months and in some cases, only a few days.

“At NotCo, we’re already collaborating with our patented A.I. to create remarkably delicious plant-based foods that taste identical to animal-based foods as a way to build a better future for our planet,” said Fernando Machado, Global CMO for NotCo. “To further shine a light on what a better future could look like, we turned to A.I. again – because right now animals like cows, pigs, and chickens that are grown for food only live a fraction of their natural lifespans. We hope this sparks a larger conversation about how we can all do our part to create a better future together – for ourselves, our planet, and the animals.”

No one should really be surprised by the boldness of this campaign when you consider who is the CMO of NotCo.  You can see the full visual spectacle at Yonge-Dundas Square in downtown Toronto and will be there from April 20th to April 22nd (Earth Day).

Agencies behind the NotCo livestock campaign?

• Public Relations – 1Milk2Sugars

(click on the link to view the agency’s Vendor Directory listing)

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