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21 July 2020

Meditations on Methane

by Syd Briscoe


Burger King: “Cows Menu” - 1 min 53s

Burger King's latest US campaign has landed them in hot water with the farming industry. The fast food chain are looking to reduce the methane emissions that come from beef production - namely, by using diet to alter the chemical make-up of cow farts.

It seems like a no-brainer of a positive campaign on the surface, as consumers are increasingly aware of their environmental impact and seek more ethical ways to eat. However, some have claimed that the brand's approach is disingenuous (cow burps are apparently a bigger issue) and accuse them of condescending to farmers.

Controversy aside, this near-two-minute film sets out the chain's efforts in charming fashion. Using canny set design, eye-catching props, and a, er, yodelling young cowboy, it's an attention-grabbing piece of work which communicates complex concepts without resorting to jargon. Whether audiences find discussion of cow farts appetising remains to be seen.


Film Production: Partizan Ⓟ Ⓦ
Director: Michel Gondry Ⓟ Ⓦ
Producer: Raffi Adlan
Head of Production: Kelly Martin
Executive Producer: Lisa Tauscher
Cinematographer: Shawn Kim
Production Designer: Maxwell Orgell
Editor: Jeff Buchanan @ Final Cut Ⓟ Ⓦ
Post Production: The Mill Ⓟ Ⓦ

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