McFked for UNFK
the Earth
Global
CLIENT
Amplifier.org
YEAR
2023
ROLE
Art Direction
Digital & Print Design
Overview
UNFK the World: Global Call for Parody Art
Big corporations are making the world less livable, driving the climate crisis and poisoning our children. It's in your cereal, your cookies, your soda, and it's time to advertise what is really happening. #UNFKEarth is a movement to hold these corporations accountable, make them clean up their messes, and create a better environment and economy for all. In 2023, working collaboratively with UNFK, we awarded $50k to artists who helped create parody products and advertisements to call out these harmful practices. Together, we can prank corporations, challenging them to do the right thing.
Awarded
To be a good teacher, you must inspire others.
When amplifier put out their call for artists to do a parody campaign against large corporations and industries whose products are harmful to the environment and humanity as a whole, I immediately gravitated towards one of their many curated products from a world renowned globally loved meal; the Big Mac.
Although there are many other harmful products, companies, or services that also contribute to our current travesties of the earth, the Big Mac seemed most logical to me as someone who doesn’t eat red-meat and also one of the most recognized brands in the world.
My research began by allocating assets and resources from the big golden arches. Color palettes, fonts, history, previous campaigns and marketing materials were all gathered to create my parody piece.
Iconic Colors
Imagination is the highest form of research.
Language please.
What makes your Big Mac so unique?
Maybe it's how the double layer of sear-sizzled 100% beef mingles with the sauce and melting cheese, the diced onion, crisp shredded iceberg lettuce and the crunch of pickle. Or, maybe it's just that it's tall!
I’m lovin’ it
What makes your Big Mac so FKed?
Maybe it’s how an estimated 7 million cattle are slaughtered to more than 53 metric tons of greenhouse gas emissions. Additionally, the high levels of methane are being released. Not to mention the burden of raising cattle adds dire deforestation for that Big Mac you love so much. We’re not lovin’ it.
The McProblem
Despite McDonald’s long-running promises to curb its planet-warming impact, the company’s carbon emissions are actually increasing over time.
Founded in Southern California in 1940, McDonald’s now has over 40,000 restaurant locations globally.
Food for thought.
Beef is particularly problematic because cows release high levels of methane, a potent greenhouse gas, in their burps and manure. The amount of feed, water and land that cows require to produce a pound of meat is much higher(1) than other animals, and that inflates their carbon footprint.
Raising cows exacts a “multidimensional burden” on the Earth, Eshel said, because the industry also pollutes, consumes water and spurs deforestation.
(1) https://www.pnas.org/doi/10.1073/pnas.1402183111
(2) https://www.theguardian.com/environment/2019/jul/02/revealed-amazon-deforestation-driven-global-greed-meat-brazil
It’s all in the details.
To make the packaging as convincing as possible, I mirrored the copy length, typography, slogans, and easily identifiable embellishments that McDonalds is known for, like their yellow arches, smiley at the bottom of their packaging, and the iconic split tone packaging that we all associate McDonalds food with. To really push the concept, an earth ablaze reigns in the direness of our situation.