The Drum Awards Festival - Media

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By Amy Houston | Senior Reporter

May 23, 2023 | 3 min read

The spot exposes how company decisions are made on topics like plastic pollution and lobbying activities – which can often result in huge environmental and societal impacts.

Mobile investing app Fennel is peddling some hard truths with its latest spot that took inspiration from remarks made during a globally renowned fast food giant’s 2022 annual general meeting.

Viewers are privy to the conversations about voting against reporting on antibiotics in livestock, lobbying activities and expenditures, plus plastic pollution. Shockingly, the proposal that does get the green light is increasing the pay of top executives by 84.5%.

The ad will roll out across social media channels until June and has been released a week before this unspecified fast food company holds its next annual general meeting on May 25, 2023.

Daniel Naim, founder and chief exec at Fennel, said: “Fennel was built on the belief that investors’ voices must be heard, and we want to give them the knowledge and resources to have a seat at the table,”

“We know that retail investors hold a significant number of shares, yet their voting participation remains low. With the release of this video, we hope to inspire and motivate them to take an active role in shaping the operations of the companies they invest in, and to demand transparency and accountability from those companies.”

The company worked alongside the creative agency 10 Days for this campaign. Its co-founder Jolyon White added: “We've called out one of the biggest fast food chains for decisions around plastic use, antibiotics and lobbying BUT we did it using their own words. This was one of the easiest scripts we’ve ever had to write as we literally copy and pasted extracts from the AGM Report

“The hardest part was trying to decipher these deliberately complicated documents. But when we did - we knew how revealing it was. The exciting part is Fennel isn’t afraid of getting the truth out there. They know transparency is what really matters especially when you are going to invest in a company.”

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