Ad of the Day: trippy film says our appetite for bread is destroying Earth
Bread, good isn’t it? Toast, bagels, sandwiches – all top meals. But what if the deliciously doughy food item was actually harming the Earth? ‘A Story About Bread’, produced by flour-brand Wildfarmed alongside the creative minds of Lemonade Money, will have you questioning everything you thought you knew about that loaf in your bread bin.
The 7-minute trippy film takes viewers on a ride, beginning with a larger-than-life loaf hurtling towards our planet from space. Upon impact, we see the crusty bread enter into a 90s acid house scene as narrator Tim Blinkhurst relays the tale.
It begins with retellings of the Great Fire of London, the French Revolution and the origins of the ‘superfood’. As the intense video progresses, viewers are made aware that many of the loaves they buy daily are full of bleach and emulsifiers, which are ultimately harmful to the environment.
Is our appetite for bread destroying the Earth when it could be healing it? Co-owned by Groove Armada DJ Andy Cato and presenter George Lamb, Wildfarmed aims to create a market for farmers that rewards quality rather than quantity.
“As the documentary concludes, we are forever told that small actions won’t make a difference – but that’s not true,” said Andy Cato, farmer and co-founder of Wildfarmed
“There are 7.8 billion people in the world. Every bowl of cereal for breakfast, sandwich for lunch, pasta for dinner is a decision that directly shapes the future of the planet. We’re on a mission at Wildfarmed to make it easy for people to make the right decisions.”
For the last 15 years, Cato has dedicated time to learning new methods of farming grains that will allow nature and farmers to thrive, and in 2018 he was the first Briton to be made Chevalier L’Order Merit de Agricole, and in 2020 he won the Lauréat prize for innovation.
The film is supported by ‘Toast QR’ posters that will pop up on the streets of London, taking people through to the film where they can enter to win a year’s free bread.
“The idea with the film was to find a way to bring the environmental issues around the way we grow food into the mainstream consciousness,” added Lamb.
“Working with Lemonade Money, it was important to create a visual language that fits within popular culture and gets as many people as possible thinking about the impact of the food on their plates.”
