Meat Masculinity

Scholar Ricardo G. Costa Filho explores Brazilian meat brand Friboi’s recent advertising campaign, and finds an intricate connection between hygiene, masculinity, and animal protein consumption.


An interview with Márcio Oliveira, president of Lew’Lara TBWA, a Brazilian advertising company:

Interviews with some of the people who were in charge of Friboi’s 2013 advertising campaign: