"When we eat beef from the Amazon, we’re not just eating beef. We’re also eating a piece of the Amazon and everything that once lived in it."
Amazonia Exotic Meats is an independent project created by Vic Parizzotto (art director) and Max Frankel (copywriter) that raises awareness of the illegal farming practices that continue to devastate the Amazon.
Over the last three years, Brazilian cattle farmers have set fire to swathes of the rainforest in record numbers. So far, an area 9x the size of New York City has been burned and cleared to raise cattle. Brazilian President Jair Bolsonaro and his Ministry of Environment have purposefully turned a blind eye to the disaster that has become a major contributor to climate change.
Although Americans may have heard of the fires in Brazil, few realize their direct contribution. As a nation, we consume 131,000,000 lbs. of Brazilian beef each year, financially supporting these illegal farms and fires. Yet, given our own raging news cycle and wildfires at home, hearing about burning trees in a distant land fails to generate the concern needed to create behavioral change.
The purpose of Amazonia Exotic Meats is to provide a new lens through which to see this faraway destruction. The message is simple: when we eat beef from the Amazon, we’re not just eating beef. We’re also eating a piece of the Amazon and everything that once lived in it.
Through the simple use of stickers, recipes, and diagrams, we’ve brought the reality of the Amazonian fires right to the meat aisle.
THE CAMPAIGN
We created a fake line of meats that feature endangered species that have been devastated by the fires.
We revealed the truth behind the fires, farming and political failures through our recipes for disaster.
