In a public debate often polarized around meat, we chose nuance.

For INTERBEV, we created a campaign that does not seek to oppose points of view, but to highlight an essential difference: there is eating meat, and there is eating meat that is well produced, close to home.

By giving a voice and a face to those who make meat, the campaign reaffirms the value of the French model: rooted in local regions, clearly identified, regulated and committed.

Photographed by Aurélien Chauvaud and accompanied by a film directed by OKGreat, the campaign captures the everyday lives of these women and men with honesty and precision, as they work every day to feed people responsibly.