US based director Kiran Koshy represented by Directors Think Tank in Southeast Asia directs new campaign for Meatsdayoff.org
US based director Kiran Koshy, represented in Southeast Asia by Directors Think Tank, has just released this new campaign for Meatsdayoff.org for Thanksgiving in the USA.
Max Godsil, creative director, Meatsdayoff.org says: “Personal health is on everyone’s mind. So is the health of the planet”.
He said giving up meat for just one day a week can cleanse your body, and lessen the burden that meat production places on the environment.
“It’s been well-documented that meat production is one of the leading drivers of climate change, and places untold pressure on our water, air, land, fuel and grain resources. Like, for example, if everyone takes one day off from meat a week, we could save enough gas to fill every car in Canada and Mexico – as well as save millions of acres of land – an area twice the size of Delaware.”
What’s the best weapon? Not preaching or being polarizing as Koshy thought there’s enough of that going on.
“We thought we’d take a flanking maneuver and attack the problem with humor, and thus, “Give Meat the Day Off” was born.” said Koshy.
In the :30 TVC PSA, we see an overworked pig named Francis Bacon, slaving away while his workmate, Federica Chicken commiserates over the cubicle wall. Two posters for use as print and online creative show the colleagues enjoying a well-deserved day off.
“If Trump can pardon a turkey, we felt that we all could give animals a day off,” said Koshy. “Jokes aside, people are always asking what we eat for Thanksgiving. And that got us thinking – what a great time for our new campaign. The current production environment has caused agencies and production houses to be creative in ways they’d never dreamed – raising barrier and extending timelines.”
The director call for the project took place in early 2020. With the onset of pandemic, global production of course, was shut down. But that didn’t stop Koshy and his team. Director, DP, editor, photographer, composers and set designers – not to mention, one heck of a puppet maker, all worked together virtually and utilizing social distance protocols – with all talent and resources donated to a cause that all feel passionate about.
“Talent from upstate New York to Dallas, Texas to Long Beach, CA all rallied and came together. It took months, but in the end, we created something we can feel proud of – both creatively and philosophically”.
Stephen Douglas, executive director, directors think tank adds: “Having Kiran as part of the growing team at directors think tank really enhances our creative reach. Post Covid-19 restrictions, I feel sure he will be a familiar face to our clients in the region. In the meantime, remote directing seems to be the way forward”.
Credits
Creative Director/Copy – Max Godsil
Creative Director/Art – Gabi Hastings
Director – Kiran Koshy
Production Co – Slash Dynamic
Exec Producer – Tanya Cohen
Assistant Producer – Caitlin Cohen=
DOP/Colorist – Charles Gerstner
Set Builder – John Turcios
Puppets – Jocelyn Krodman
Photographer & Stylist – Bonnie Holland
Lighting – Paul Guarente, John Guarente
Finish – Mike Jensen
Animator – Sarika Matthew
Retoucher – Thomas Canny
Editorial Co – Treehouse, Dallas
Editors – Max Smith, Adam Henderson
Sound Design & Mix – Eric Jenkins
Music – Dustin Ballard
Track – Clockwatcher’s Lament
Pig VO – Jason Arentsen
