Photographer Mary McCartney has captured her mother's activist legacy by directing an ad for Linda McCartney Foods that underlines a simple message; 'it's always been cool to be kind'.
Titled 'Kindness Forever,' the film has launched to dovetail with Vegunuary – a movement which encourages people to go vegan for the month of January – and depicts a cast on different stages in their meat-free journeys.
Back in November last year, figures from a Waitrose report on food shopping claimed that one in eight Britons are now vegan or vegetarian, with one-third of consumers deliberately reducing the amount of meat they eat or removing it from their diet entirely.
Such figures demonstrate a changing attitude to animal welfare, environmental and health; concerns which Linda McCartney and subsequently her brand have fervently campaigned about for decades.
Produced by Iconoclast, the film by her daughter is centred on a single message of ‘kindness’, which was born from the beliefs and ethos of her mother.
The ad opens with rare, personal footage of McCartney with her husband, Beatles-musician Paul McCartney. Even though McCartney died only seven years after she launched the vegetarian food company, the film ensures her presence is still felt.
The spot also seeks to reiterate the importance of kindness to animals, the environment and to future generations.
It was shot in a single day in East London.
On her creative inspiration, McCartney said: “When my mum first started talking publicly about vegetarianism, it wasn’t the mainstream movement that it is today; she was a genuine pioneer of changing the way we look at what goes onto our plates and how we treat the world around us.
“The story behind the film is one of kindness - the cornerstone of mum’s beliefs about vegetarianism. With all that’s going on in the world today, it’s a message that feels more relevant and timely than ever."
: 'Kindness Forever '
