Project Make factory farms extinct

*This is a nonexistent, imagined campaign for Freight Farm's Greenery S.

The Vision

Pesticides, herbicides, and fungicides. Unsustainable water usage. Skyrocketing environmental costs. An exploited workforce subjected to hostile working conditions. 669,000,000 carbon-dioxide equivalent metric tons of emissions. Declining soil health and increasing soil erosion. The way we approach modern agriculture is not sustainable, ethical, or viable in the long-term. Change is necessary.

The Approach

Project Make Factory Farms Extinct is about identifying Freight Farms as the solution to a modern day agricultural system that has veered off the tracks. This campaign will define factory farms, and the normal way that consumers purchase produce, as problematic, drivers of climate change, and contributors to environmental degradation. It will introduce Freight Farms’ hyper-localized, sustainable business model as the solution. Whether it be purchasing produce from a local Freight Farms container farm or starting their own container farm, Freight Farms is the environmentally friendly and morally sound alternative to factory farms and the dirty produce they grow.

The Campaign

Format: Video

Name: “Food miles”

Purpose: Compare the journey of lettuce: first from a corporate farm, then from a Freight Farms container farm. The comparison is shocking.

Video Content Summary:

• Factory farm sequence

  • Open on a beautiful lettuce farm. “From Farm” appears on screen.

  • Cut to a highway packed with traffic, including an 18-wheeler emblazoned with a bushy head of lettuce. “To Freeway” appears on screen.

  • Cut to a factory with smokestacks billowing with thick, gray smoke. “To Packaging Plant” appears on screen.

  • Cut to a highway packed with traffic, including the same 18-wheeler. “Back To Freeway” appears on screen.

  • Cut to a warehouse with forklifts carrying large boxes emblazoned with the bushy head of lettuce graphic. “To Distribution Center” appears on screen.

  • Cut to a highway packed with traffic and the same 18-wheeler. “Again On The Freeway” appears on screen.

  • Cut to a grungy table with a plastic bag of lettuce. “To Table” appears on screen.

• Freight Farm sequence

  • Transition to a woman opening the door to her Freight Farms container farm and entering, sun shining in the background. “From Farm” appears on screen.

  • Moments later, the woman emerges from the container with a head of lettuce, walks through the back door of her home, and places the head of lettuce on her counter. “To Table” appears on screen.