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CANNES, France—Would you eat a human to save the planet? That’s the question the Swedish Food Federation asked in its shocking, satirical “Eat a Swede” campaign, which scooped the Entertainment Grand Prix at Cannes Lions festival on Tuesday.
The work, created by McCann Stockholm, was awarded the top award in the category after impressing jurors with an 18-minute tongue-cheek film encouraging people to “go Swegan.”
The hero creative stars Swedish scientist, Dr. Erik Karlsson, who outlines his ambition to produce and sell lab-grown human meat to address the planet’s growing population and limited food supply.
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