Luowen Kong

MOOPOO BANK-Gambling with Beef and Climate

Graphic Design - MA

School of Design

kongluowen@gmail.com

Luowen's personal website

Follow:

Project description

MOOPOO BANK is an initiative to raise awareness about beef consumption's environmental impact. As a non-profit, it operates on carbon credits and eco-friendly behavior. Individuals get a monthly "Moocoin" allowance to save or spend. Consuming beef incurs carbon debt, making account balance difficult. Through activities and a gamified system, users adopt sustainable actions to earn Moocoins and offset their carbon footprint. MOOPOO Bank emphasizes reducing beef consumption for a sustainable future.

This project is fun and relaxing, game-like approach to highlight beef’s carbon emissions and inspire action. Through engaging activities and a gamified system, users are encouraged to adopt sustainable actions, such as cycling instead of driving or flishing the toilet once a month to earn Moocoins and offset their carbon footprint. MOOPOO BANK highlights the urgency of reducing beef consumption to achieve a more sustainable future.

Balance the beef carbon weight！
The balance scale and weights illustrate the challenge of offsetting beef’s carbon footprint with eco-friendly actions. The device will be placed in every supermarket for beef consumers to use, allowing them to test their ability to repay. The right side’s significant weight represents beef’s high carbon emissions, while the left side features weights symbolizing sustainable behaviors like cycling and using reusable bags. Despite adding many eco-friendly actions, the scale never balances, highlighting that beef’s carbon emissions are disproportionately high.

On the front of the game rules brochure are the rules of the game, which is to figure out how to make the weighing balanced, but it’s a game that can’t be won because no matter how many environmentally friendly behaviors you do you won’t be able to match the carbon emissions produced by eating beef every day.