A Life isn’t a Fairlife
In the modern dairy industry, most cows aren’t being treated well despite how crucial they are to our diets. Crammed pens, lack of enrichment and even painful living conditions are all real issues these cows face. This campaign will aim to shine light on those issues by comparing conditions cows face with similar ones humans complain about on a daily basis.
We want to help people imagine the extreme conditions that these cows of other milk brands go through while promoting Fairlife as a pioneer in animal welfare in the dairy industry.
A Crammed Life isn’t a Fairlife
The scene opens with Lola, a woman in her mid 20s, walking in a very busy and crammed subway station, having to squeeze past everyone else just to make it in line for the train.
VO: This is Lola, your everyday office worker that struggles with the lack of space during her commutes. Classic.
The train arrives and we then see the long line pushing themselves and one another onto the train (think Tokyo morning commute), and Lola gets swept up in the crowd and makes it into the train, but can barely move or do anything. She has an annoyed expression on her face as the train takes off.
VO: And the cramming doesn’t just stop here.
Cut to Lola finally making it to the office, but she’s met with a similar fate. The office is packed to the brim with busy workers trying to complete their task, but it's absolute chaos. Papers and files are flying all over the place as Lola’s face is seen in complete terror.
VO: Even after a hard day at work, she’s gotta do it all again.
Now cut to a quick montage of Lola exiting her office, and is met with a similar scene from this morning of everyone trying to make it home during their nighttime commute. The scene quickly flashes from Lola in the crowded station, to her in the large line, then finally in the packed train. She finally makes it home, drops her bag on the floor and sinks into her couch and lets out a deep sigh.
VO: Sure, Lola gets a break from all of this chaos, but some don’t.
The scene now shows a scene of a crammed dairy farm filled with cows as mooing fills up what’s left of the space. The conditions of the farm is dirty and unpleasant.
VO: At Fairlife, we think no one deserves to spend time like this.
We then cut to real footage from a Fairlife farm showing cows given grazing time and space to move around.
VO: Because a crammed life, isn’t a fairlife.
A Dull Life isn’t a Fairlife
We open on Mike, a man in his 30s as he wakes up to start his day. The apartment around him is beige and lifeless.
VO: This is Mike.
Montage of Mike as he does his daily routine. He wakes up, brushes his teeth, eats breakfast (same thing every day) gets in his car and drives to work. (these are all cut together fast. Mike is always center frame and pretty much match cut) In this version he starts off somewhat happy.
VO: Mike has been doing the same thing for the past 15 years.
As we see the same routine play out each day, his smile fades and he looks straight up unhappy. (each time the montage plays it gets a little faster)
VO: Mike’s life is getting pretty dull.
We see a variation in Mike’s routine as he goes out to bar trivia with friends. He looks genuinely happy.
VO: But at least he’s got Tuesday night trivia with his buddies.
We see a similarly cut montage of a dairy cow in a lifeless and dreary farm/pen. The cow is always standing in the same spot as it eats, sleeps, gets milked and repeats.
VO: At Fairlife, we think every cow deserves an enriching life.
Footage of fairlife cows and their caretakers/vets as they roam around grazing fields
VO: Because a dull life, isn’t a fairlife.
A Painful Life isn’t a Fairlife
The spot opens with a clock that reads 9:28 AM. We cut to a miserable looking man sitting at his desk, rapidly typing as he stares blankly at his computer screen.
VO: This is Ben. Ben has a problem.
We see Ben start to type a bit slower. Suddenly a cattle prod appears from out of frame and zaps Ben, who yells out in pain. We cut to Ben’s boss, cattle prod in hand and a stern look on his face.
VO: Ben’s boss is a jerk.
We cut back to the clock that now reads 12:00 PM. Ben is now eating lunch in his office cafeteria, trying to eat his lunch as quickly as he can. His boss has his hands on his knees and hovers over his shoulder as his eyes dart from Ben, to the clock and then back again.
VO: If he made lunch this miserable, imagine bathroom breaks?
We cut back to the clock and see it has struck 5:30 PM. We cut to Ben leaping up from his desk as we watch his boss sulk away disappointed. We follow Ben as he runs out of the office and into the bathroom of the restaurant next door.
VO: At least he gets to go home at the end of the day.
We see a montage of dairy cows being prodded and put in painful conditions for milk production.
VO: At Fairlife, we think every cow deserves farmers who put their care first.
Footage of fairlife cows and their caretakers/vets as they roam around grazing fields
VO: Because a painful life, isn’t a fairlife.
“He who is cruel to animals becomes hard also in his dealings with men. We can judge the heart of a man by his treatment of animals.”
— Immanuel Kant