Beef Patches

Introducing: Beef Patches.
 
Band-Aids that contain Hypoxanthine, the addictive substance that makes you crave beef. Wearing these patches will provide your body with this substance, making it easier to reduce or even quit the consumption of beef.
 
This is not just a highly PR-able stunt, but the patches actually work. Together with medical experts we can clinically trial our beef patches on volunteers. People that are ready to make a step in the right direction.
 
Saving our climate, one patch at a time.

We are living in a world where our beef consumption is the number one malefactor. Eating 300 grams of beef emits an amount of greenhouse gases that equals driving 100 kilometers with your car. Causing serious damage to our climate.

So we asked ourselves… Why does everyone keep eating beef?

Well, for the simple reason that the meat contains Hypoxanthine. A stimulating substance with the capacity to create addiction. The chemical structure of Hypoxanthine has a strong resemblance to that of caffeine in coffee or the theobromine in cocoa, with similar effects. Those who regularly eat beef, experience withdrawal symptoms when they’re deprived of this food for some time.

Hypoxanthine is a central nervous system stimulant. And most certainly addictive. Our mission is to reduce people’s urge to eat beef. And indirectly to help save our climate.

Jury Feedback

TALENT/BRONZE

‘This contrary idea could, if executed brilliantly, can produce a wonderful hoax and contribute to awareness about the relationship between meat consumption and climate change.’