Amplify & Bite Back 2030: The fast food confessions from inside Mascots Anonymous

Bite Back 2030 and the London office of experience agency, Amplify, have created a short film that parodies the attitudes and practices of fast food companies using an Alcoholics Anonymous-type setting in which junk-food advertising mascots confess to the lies they have told and dodgy practices they have used.

It’s a no-filter exposé – unashamedly provocative, with humour used not to exaggerate but to underline its arguments.

Bite Back 2030 is the teen charity movement that Jamie Oliver founded to “achieve a world where all young people have the opportunity to be healthy, no matter where they live,” by exposing practices that get in the way and reshaping the food system.

The seven-minute film was written and directed by London director, Ruth Sewell, and produced by Erin Sullivan at the agency. Around the film are movie-style assets, including film trailers and posters, which are running in social media. 


Client: Bite Back 2030
Director of Communications: Nicki Whiteman

Creative & Production Agency: Amplify
Executive Creative Director: Alex Wilson
Creative: Ben Seary
Business Director: Zoe Lewis:

Producer: Erin Sullivan
Writer & Director: Ruth Sewell
Director of Photography: Chris Clarke
Editor: Nathan Perry-Greene
Post-Production: CODA



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