Only Organic: Infographic

Credits & Description:

Only Organic released a new video today that reinterprets the American folksong âOld MacDonaldâ to contrast the real cost of conventional, chemical-intensive agriculture with the benefits of organic farming.
The video, âNew MacDonald,â produced by the Tennessee-based creative agency Humanaut, features school children performing an updated rendition of the timeless classic. Soon after the curtain comes up, the scene descends into chaos as the children assume the role of conventional farmers â injecting livestock with antibiotics, dragging out caged chickens and spraying toxic chemicals on genetically modified crops â all of it culminating in a pesticide plume that envelops the stage.
In the final act, the kids give âOld MacDonaldâ a makeover, transitioning to life on an organic farm and highlighting the environmental and human health benefits that come from agriculture free of the chemical trappings of conventional agribusiness. Free-range chickens roam the stage while the young farmhands wheel out fresh fruits and veggies grown without toxic pesticides and genetically engineered (GMO) seeds.
âIn a playful way, our new video turns the spotlight on the true costs of conventional farming and the harm it does to environmental health,â said Gary Hirshberg, chairman of Stonyfield Farm. âWe hope people find âNew MacDonaldâ as engaging and shareable as our previous content and that it furthers the conversation around why going organic is beneficial to our environment. A world with more organic food and farming is the future we should choose for ourselves and our children.â
Organic farmers adhere to a rigorous set of rules that includes growing crops without toxic pesticides, using traditional rather than GMO seeds, providing better welfare for farm animals and other steps to improve soil health and water quality. In contrast, conventional farming leads to increased use of pesticides and synthetic fertilizers, which run off fields and into streams and lakes, often turning up in drinking water. It also leads to the use of more antibiotics in animals, spurring the development of antibiotic-resistant bacteria.
Another consequence of GMO crops has been an explosion of herbicide use on corn and soybean fields to stave off invasive weeds that have become resistant to herbicides. Some estimates indicate that more than 500 million additional pounds of the weedkiller glyphosate, marketed as RoundUp, have been used on these crops â a tragic irony since GMO seeds were promoted as requiring far less use of pesticides and herbicides.
âEducation is the key to meaningful change,â said Arran Stephens, co-founder and co-CEO of Natureâs Path Foods. âWeâre thrilled to lend our voice to the Only Organic campaign to educate and empower people on the path to a bright organic future, for this generation and the next.â
Last year, Only Organic released a video to help consumers understand the difference between products labeled organic and those labeled ânatural.â âThe Natural Effectâ went viral and currently has had more than 5 million views across various platforms.
âWith this new video, Organic Valley is proud to be a part of the effort to educate consumers about the benefits of organic food and family farming,â said Lewis Goldstein, vice president of brand marketing for Organic Valley. âOur nearly 2,000 family farmers have been living up to the âNew McDonaldâ standard for over 25 years, and we are pleased to be able to support Only Organic and its mission to share the message of the immense value organic food and farming are providing.â
Only Organic is a campaign of the non-profit organization Organic Voices. Organic Voices is supported by AllergyKids, Annieâs, Dr. Bronnerâs, Earthbound, Happy Family, Honest Tea, INFRA, Late July, Natureâs Path, Naturepedic, NCGA, Orgain, Organic Valley, Rudiâs, Stonyfield, and Uncle Mattâs.
Category: Drinks, non-alcoholic
Client: Only Organic
Agency: Humanaut
Country: United States of America
Agency: Humanaut
Launch Date: 2/23/2015
Client Name: Only Organic
Spot Title: New MacDonald
Creative Advisor: Alex Bogusky
Creative Director: David Littlejohn
Associate Creative Director: Mike Cessario
Copywriter: David Littlejohn / Mike Cessario
Art Director: Sean Davis / Stpehanie Gelabert
Production Company: Revolution Pictures - Nashville, TN
Director: Russell Brownley
Director of Photography: John Matysiak
Producer: Matt Pfeffer
Production Designer: Brandon Eller / Katie Milwee
Color: Perry Trust
Sound Design: Perry Trust & Digital Audio Post
Editor: Paul Smallman / Tyler Beasley - Fancy Rhino, Chattanooga, TN
Music Company: Skypunch Studios, Chattanooga, TN
Composer: Carl Cadwell
Media Strategy: Redwood