A pro-vegan cinema advert will play on 500 of the nation’s screens until New Year’s Day.
UK cinema goers are being treated to a cheeky, fun video that urges them to take part in the 31-day pledge to eat plant-based food throughout January.
Voiced by Oscar-nominated actor James Cromwell, the short cartoon clip follows the legendary creature Bigfoot as he joins the fight against climate chaos.
The commercial is Veganuary’s first-ever cinema ad and will air at 500 of the nation’s screens as well as on US streaming services Hulu and NBCU until New Year’s Day.
The animated ad has been created in collaboration with Kilogramme Animation Studio and depicts Bigfoot’s steps to reduce his carbon Bigfoot-print.
It starts with Bigfoot living his life alone in the woods, feeling disconnected from the world and the climate change chaos he sees on social media.
But when his best friend, a snowman, melts to the ground, Bigfoot realizes his own role in fighting the climate emergency.
So, he decides to ‘make positive changes’ and changes his diet with the help of Veganuary.
“Doing my part felt great,” Bigfoot says in the clip.
“And being part of a global community felt even better. With some help and inspiration, trying vegan for a month was easy. I heartily recommend. What have you got to lose?”
This year’s Veganuary campaign follows on the heels of COP26’s failure to address animal agriculture’s contribution to the climate crisis.
Last year, More than 582,000 people from 209 countries and territories officially took part in Veganuary, up from 400,000 in 2020.
According to the organisers, if Veganuary continues with projected growth based on previous years, 2022 participants can collectively save 62,304,000kg of CO2eq equivalent to 556,285 flights from NYC to Washington, and 977,436 gallons of water.
‘Make a difference with little or no effort’
James Cromwell, known for his roles in Succession, Six Feet Under, and Babe said: “Do the planet and yourself a favor. Take the Veganuary challenge. Make a difference with little or no effort.”
Toni Vernelli, Veganuary’s head of communications, added: “Bigfoot may be mythical, but the need for urgent climate action is real.
“While shifting our diets may seem daunting, signing up to Veganuary makes it much easier as our free pledge is filled with all of the tools and resources you need to make it fun and delicious.”
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