Created on a real "wandering animals" road sign rotated 120°, this work depicts a child rejoicing over a steak, ignoring  where that food came from.
In the background, the steak's origin is visible: a cow hanging upside down with its throat slit.


Aj Roi covered two sides of the triangle in white, leaving only the bottom red to represent the pool of blood that covers the slaughterhouse floor.


Even though we know that meat is a piece of an animal, how many of us stop to think about it every time we eat it?
With this work, the artist shoves in our faces the harsh truth we have a moral duty to constantly consider.
It's easy to eat a piece of meat as if it were a vegetable, without therefore taking the task of sticking a knife in the throat of a living being and watching its eyes go blank.


With "IGNORING," Aj Roi doesn't want to condemn meat consumption, but rather to help us escape the plastic bubble we're wrapped in, and to make us aware that if we were to personally kill all the animals we eat, per capita meat consumption would drop dramatically.