The campaign was produced by Kilogram Animation Studio and is being shown in over 500 UK cinemas
Veganuary, a non-profit organization that aims to encourage people to experience vegan life in January and for the rest of the year, launched its campaign for 2022.
In the video, produced by Kilogram Animation Studio, Pé Grande takes on the challenge of becoming a vegan, switching from car to bicycle and changing his diet, all to reduce his “large carbon footprint” and help the environment.
According to the organization’s website, in 2021, 500 thousand people accepted the challenge of experiencing vegan food and more than 825 new vegan products and menus were launched in the main countries of the campaign.
The 2022 campaign is being shown in over 500 cinemas across the UK.