Impossible Foods is on a mission to replace animal-based meat products with more sustainable options. In an increasingly crowded market, Impossible needed a campaign to lure even die-hard carnivores.
Ditch dead meat
We seized upon a statement Impossible were toying with: it’s not you, it’s meat.
While reflecting the company’s irreverent tone, the campaign idea used the language of relationship break-ups to signal it might be time for something new.
No minced words
Each campaign ad ran a bold, one-two messaging punch. Short, sharp break-up lines prompting people to dump animal meat, coupled with a simple sign-off to move on to better things and, “get with Impossible”.
Crowd-pleasing cooking
The campaign visuals were an extension of the effervescent Impossible brand. We used illustration and animation to communicate the brand’s character and personality — essential in the crowded plant-based foods market.
Better and brighter
With its bold graphics and unapologetic sentiment, the campaign offered a fresh look at meat-eating and made one thing clear: animal products are well past their sell-by-date.
Thank you
Thank you to Mei Støyva, who created the stunning illustrations on this project, and to the fantastic team at Mowe studio for their animation expertise.
