Brazilian actor Wagner Moura, who starred in the Netflix series Narcos, narrates the animated short film, titled 'There’s a monster in my kitchen'.
It tells the story of a young boy who learns the reality of rampant deforestation in places such as the Amazon from Jag-wah the jaguar.
The video has been made by creative agency Mother and produced by the studio Cartoon Saloon.
According to Greenpeace, meat is the single biggest cause of deforestation worldwide. This year the Amazon has had its worst 'fire season' in a decade; up to the end of September, an area almost equivalent to the size of the UK had burned. This is despite a supposed ‘ban on fires’ by President Jair Bolsonaro.
The new video is supported by Meat Free Monday, the campaign launched by Paul, Mary and Stella McCartney, which aims to publicise the detrimental environmental impact of animal agriculture.
Paul McCartney said: "The world’s forests are truly irreplaceable. They’re home to Indigenous Peoples, amazing wildlife and are vital in our fight against the climate crisis. But, as Greenpeace's 'Monster' animation so powerfully shows, these forests are being cleared at a shocking rate to farm more industrial meat and dairy. This is why reducing our meat is so important. But that alone isn’t enough. To solve this problem, we need supermarkets and fast food restaurants to clean up their supply chains and make the switch to less destructive, plant-based alternatives. Our forests – and all our futures – depend on it."
Anna Jones, head of forests at Greenpeace UK, said: “This film shows powerfully just why our future depends on eating less meat and dairy. Scientists are telling us that in fewer than 20 years the Amazon could collapse. This is being driven by the actions of industrial-scale meat companies. We need urgent action now."
In 2018, Greenpeace UK’s 'Rang-tan' film, which highlighted the impact of palm oil production on Indonesian rainforests, was famously banned from being shown on TV after it was deemed too political by the UK’s advertising approval agency, Clearcast. The video was later incorporated into supermarket chain Iceland's Christmas campaign.