YOLO unveils social experiment in new SBS series ‘For the Love of Meat’
YOLO has announced two of its creative partners will feature in a social experiment on new SBS series ‘For the Love of Meat’, hosted by Matthew Evans.
Airing tonight on SBS, the series will feature a social experiment launched by YOLO, with founders Paul Fenton and Justine Metcalfe who team up with Evans, in an attempt to convince a fast-food chain to use higher-welfare chicken.
Speaking about the social experiment, Paul Fenton, YOLO creative partner said: “We’re really proud of the results of what started as an experiment to encourage a renowned fast-food chain to switch to sourcing higher-welfare chicken.”
“We loved working with Stephen Oliver, the writer/director/series producer on the show, and of course, Matthew Evans. It’s been an exciting project to be part of – it’s certainly been quite interesting being on the other side of the camera for a change, too.”
Justine Metclaffe, YOLO creative partner, added: “It’s a really important conversation that needs to be had. It’s certainly changed the way we buy and eat meat in our household.”
The agency was originally hired by SBS and series producer Essential Media to manage the series’ promotional campaign.
YOLO was responsible for the series’ title ‘For the Love of Meat’ and collaborated with Supervixen to develop title design and series graphics.
YOLO creative partners Fenton and Metcalfe on set
Speaking on the agency’s involvement, series producer Stephen Oliver, said: “This was a tough series to make because the meat industry does not want people to know or see how their meat is produced.
“We feel it’s important consumers are informed so we can make better choices for us, our animals and the planet.”
topics
Advertising
Campaign
creative agency
Essential Media and Entertainment
For the love of meat
SBS
YOLO
I’d like to see a “Who do you think you are?’ episode where a teary chicken is changed forever when it goes back to discover that under those fluffy feathers is a dinosaur. Where did it all go wrong?
The show put me off eating all chicken.
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