All over the world the deforestation of our natural forests is advancing at a rapid pace. One of the main driving forces behind this is the global meat industry clearing large areas for cattle farms. For our client ROBIN WOOD we developed a campaign that shows the devastating effects of this process directly on deliciously arranged pieces of beef. Building on the visual similarity of the texture of beef and deforested as well as burned forest floor, we created artworks that stress the contrast between culinary pleasure and mindless destruction.