The action presents hyper-realistic images that show a scenario different from that seen in the current food industry.
NotCo used its patented artificial intelligence, called Giuseppe, for an action that asks the public a question: when was the last time you saw an old cow, pig or chicken?
Conceived for World Earth Day, celebrated on April 22, and as a form of criticism of the current food system, the brand will spread hyper-realistic images made with artificial intelligence on billboards and printed advertisements in several cities in the US and abroad. Brazil, on one of the main thoroughfares in the city of So Paulo.
The campaign was created with the aim of making people aware of the difference between the time animals live in the wild and surprising the population by showing that cows can live up to 49 years in the wild, pigs up to 23 and chickens up to 13. However, in the current food system, these animals only live a few months, and sometimes just a few days.
“At NotCo, we’ve already used our artificial intelligence to create incredibly delicious plant-based foods that taste just like animal-based foods, as a way to build a better future for our planet. To shed even more light on the topic, we turned to again to AI, because right now cows, pigs and chickens, which are raised just to feed people, only live a fraction of their normal lifespans. We hope this sparks a deeper conversation about how we can all make our own part to create this better future together – for us, for our planet and for animals”, said Fernando Machado, global CMO of NotCo.
The campaign follows the announcement that NotCo received the B Corp certification, a global movement of organizations that seek high standards of social and environmental performance, transparency and governance.
“At NotCo, we believe that AI is the key to unlocking a bright new future for food, because it has the ability to eliminate our dependence on the production of animal products. We asked a simple question: ‘When was the last time we saw an animal? old cow – have we ever really seen one? The answer was no, so we turned to a different kind of technology to give us an accurate look. and CEO of the brand, Matias Muchnick.
