Under the motto “Eating meat kills more animals than you think” we created an awareness campaign, that puts a disturbing face to the equally disturbing, yet abstract cause-and-effect chain of the deforestation of rainforests. Which is the main reason for the disappearance of the habitats of innumerable animal species - many of them already endangered. The central motif of the campaign is the Killer Cow, symbolizing the dramatic consequences of this process. One of the main reasons for clearing large forest areas is the cultivation of fodder concentrates. The food obtained in the rainforest is exported all over the world and then fed to farm animal husbandry.

A gloomy sky sets the scene, creating an end-time setting as we observe a cow turning into a bloodthirsty carnivore, viciously attacking animals that are at home in the rainforest. The cow was deliberately kept in white to enhance its contrast to the exotic species whose habitat is under threat. Its ghostlike presence haunting the rapidly shrinking rainforests that are no longer providing protection to the now defenseless inhabitants. A slanting horizon and splashes of dirt, dust and blood help create a dynamic that further draws the viewer into the scene. The documentary-style motif helps driving home the point that this analogy is not just a potential risk, but already a somber reality. Even the herbivore-turned-predator with its protruding bones reveals to the observer: There are no winners when it comes to the deforestation of the rainforests.