One of the most successful viral videos of all time (with over 15 million views) promotes a vegetarian lifestyle and sustainable foods while criticizing large scale agri-business and factory farms. Its called The Meatrix.
It is aimed at educating people about the effects of large-scale factory farms in a way that is entertaining and accessible to all audiences of all ages (and most nationalities, its been translated into 39 different languages). It was created by Free Range Studios, a "messaging firm" that also created the shorts "The Story of Stuff" and "Store Wars". It seems that the goal of Free Range Studios is to get to educate and motivate people to action with their funny (if cheesy) short films.
So what does this have to do with green branding? It shows how a small independent media producer like Free Range Studios can educate large numbers of people using only the internet and viral video campaigns.
It also emphasizes a particular trend of more educated consumers, people who are starting to wonder where their food comes from. People are starting to pay attention to the impact that their food is having and are starting to think that there is a better way to do things than the "conventional" one.
This trend is gaining ground. There have been a number of documentaries discussing food origins: King Corn, Fast Food Nation and popular novels such as "An Omnivoure's Dilema".
What does this mean for us as advertisers? More educated consumers that are demanding better products from better companies.
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