New York, NY -- Creative strategy and production company BigStar recently partnered with Kenner Films to create a provocative and informative short film about the abundance of antibiotics in today's meat products and the effect it has in the daily lives of consumers. The video is part of the newly launched Meat Without Drugs campaign (www.meatwithoutdrugs.org [1]), a project between FixFood and Consumers Union to address the rampant misuse of antibiotics by factory farms.
The film, narrated by actor Bill Paxton, relates the history of antibiotics' introduction to the world in 1944 as a miracle cure (when used sparingly) for a wide variety of diseases, such as Tuberculosis, Salmonella, and Pneumonia. Through animation, the video shows how 80% of all antibiotics today are used on factory farm animals enabling them to grow faster and survive in unhealthy conditions. This system, in turn, creates antibiotic-resistant "superbugs," which are contaminating our soil, water and the very food we eat. The powerful piece concludes with a call to action for consumers to change the system and petition retailers.
To view the short film, please visit: http://www.bgstr.com/#meat-without-drugs [2]
"BigStar has a way of taking complex ideas and magically making them entertaining and compelling," says director Robert Kenner. "They know how to take concepts and turn them into something more than the sum of their parts."
BigStar has a longstanding relationship with Kenner, previously collaborating together on a series of projects, including the widely received 2008 documentary "Food, Inc." When Kenner became involved in "FixFood," a social media action project to engage Americans in transforming the food system, he consulted BigStar on the brand look and feel of the campaign.
"Once Robert decided to make a video about the overuse of antibiotics, we worked with him on developing a script, executing, and designing an overall approach," explains BigStar President Josh Norton. "It's such a huge story -- to take the history, utility and current problems of antibiotics and frame it in a way that's relevant and actionable. We're proud to present this socially relevant and significant spot as a part of the FixFood team. This project was a great vehicle for BigStar to exercise its 'For the Greater Good' mantra."
Source: BigStar
Links:
[1] http://www.meatwithoutdrugs.org
[2] http://www.bgstr.com/#meat-without-drugs