Cannes Lions
BBDO BELGIUM, Brussels / GAIA / 2016
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In Belgium, when it’s time to celebrate Christmas and New Year, it is simply tradition to serve foie gras, even though these festive occasions are associated with a moment of happiness and generosity for all.
The movie shows a steady flow of hidden-camera images, shot in the farms where those geese are bred that will later find their way to your plate, in the shape and form of foie gras. These images are pretty horrendous and unbearable to watch, showing the sheer cruelty of the breeding and feeding processes.
Voice-over and music are kept positive and upbeat, resonating with a true Christmas spirit, but in combination with the reality of the images, become cynical and 2nd degree.
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