A while ago I wrote about turning down a gig and how I was unsure whether that was a good thing or not. The brief was obviously something the agency came up with as a last resort. The kind of idea that could be forced upon any product what so ever. My bank account was filled with freshly loaned student aid and I was in the mood to evolve and develop, not to prostitute my drawing hand. Since then I’ve had the opportunity to re-think that both once and twice.
First I was reassured. In school we’re having “live briefs” which are competitions where students are asked to come up with ideas for companies in return for the exercise and a small chance of “winning”. “Winning” means selling your ideas for a nice sum for us, but practically free for the company. I attended a brief for a wealthy, global packaging company from the same region of Sweden as I am. They had barely gotten through the introduction before I was looking towards the exit. And not out of boredom.
They wanted us to visually teach a country of small scale and part time farmers how to produce milk the “Western European” way (although Poland is one of the biggest agricultural countries in the EU - in Central Europe). Homogenous milk, bland enough for this particular company to put their name on. They told us that these people only kept live stock to feed their own family (noo?!), sometimes as an investment, and that they actually traded goods with milk (omg, that’s all out communism!). Imagine how much better off they’d be if they could have all their milk sucked up into a corporate truck for a pay check! History is full of examples of how wonderful that is… And listen to this; the farmers would be given a price deduction on their own milk! Lucky them!
As if some of us weren’t uncomfortable enough by now, they put on one of the most condecending videos I’ve ever seen, both towards us in the audience and towards the cultures it was depicting. A “journalist” (with the company’s logo smeared all over her “work”) was going around laughing at the absurdity of buying milk in plastic bags (crazy brown people!) and flashing her Colgate smile towards any child that happend to be caught on tape. Because it was for the good of the children that she almost had an extatic seazure when she entered an industrialised milk factory with hooked-up cows out in the desert. “Who could imaging this being out here?” What, are these people capable of having industries?!
They did have one argument, though: People’s health. Of course this is an adequate argument if you want to inform farmers of the need to pasteurise milk. How it justifies convincing them to sell their milk to one of the wealthiest families in the world for pennies they didn’t say. When they started to talk about teaching the farmers how to speed up and increase the fertility of cows in order to have them produce more homogenous milk for the company I cursed the fact that there were several people between me and the aisle.

Illustration from a self-published children’s book me and Otto did in secondary school about runaway cows heading for India where they are sacred (turns out that wasn’t all that nice, either). This is the scene where they tell Harald the Polar Bear he’d have more friends if he didn’t eat them all.
I can’t help to wonder if the company’s sudden interest in this region isn’t even worse than just finding a new market to exploit (a market that obviously already meets it’s demand of milk). Maybe they’re starting to realise that we’re demanding more and more locally produced, organic and reasonably made food and that to industrialise these areas will enable the company to jump back decades in the global awareness issue? Or are they trying to lower our milk prices on the expense of people far away? Seems to work for other industries, right?
In the “documentary” someone said: “Plus you can eat these animals and they taste just like beef!” Haha, yes, lets make everyone feast on as ridiculous amounts of meat as we do 24-7! We really need more “healthy” (read: big and fertile) cows to fart out more massive amounts of methane gas, the global warming is going a bit too slow.

“What, it still doesn’t make any difference if I’m the only one changing my life style!”
Here’s a study in several languages on how meat impacts the climate and how the EU is making more damage.
Although I have no second thoughts on not doing this brief I understand those who went ahead with it. If you’re a student without rich parents, or without having lived in spoiled Scandinavia, now living in the third most expensive city in the world (after Copenhagen and Oslo) takes it’s toll on anyone’s wallet. And I could use the money from that first gig.