Beyond Meat Campaign
If nothing is real, why should meat be?
Over the past several years, we’ve witnessed several events that are so unbelievable that we’ve started to ask ourselves “What if we live in a simulation?” Well, we do. But it’s not all bad. The simulation has also given us some new inventions, and most importantly, has recreated meat for the better.
Print Ad
For print, we wanted the copy to make users question themselves based on commonly known mind-bending facts.
Out of Home: Digital Freezer
For this campaign, we would create a digital “billboard” for Beyond Meat on a digital freezer screen that we would implement in stores where Beyond Meat is sold. We would show all the products in the fridge on screen, and then have the fridge glitch to show only the Beyond Meat products and our tagline.
Experiential: Twitch
We would create an online game that is available to stream on and off of Twitch. The game has six levels, each with its own animal, in the following order: chickens, pigs, turkeys, ducks, lambs, and cows. Your goal each level is to fight a butcher and save the animals from the farm and then take the animals with you to the next level. After winning the final level, you’ll take your complete farm with you. On the way to the “finish line,” there will be a glitch to a white nothingness that your animals must wander around for about two minutes. After that, the animals then begin to glitch and disappear. The tagline and logo would then appear.
Twitch Influencers
DrLupo
LIRIK
DrDisrespect
Art Director: Nicole Bear