CLIENT:

Beyond Meat produces plant-based meat alternatives, providing an alternative to traditional meat.

THE PROBLEM:

Meat marketing paints a picturesque dream—where sustainable farming, endless green fields, and farmers lovingly care for happy animals. In this world, milk builds strong bones, and meat is key to strength. But beneath this charming façade lies a far less perfect reality.

THE GOAL:

To establish Beyond Meat as a brand committed to fostering a more sustainable and ethical future, taking a stand through what’s known as "brand activism." To challenge consumers to look beyond the misleading narratives used in meat marketing, empowering them to make more informed and conscious choices.

THE SOLUTION:

Three creatives, each tackling one of the main 3 myths of the meat and dairy industry. Each execution features a staged, typical meat ad at the centre—showcasing smiling farmers, happy animals, and picturesque landscapes, accompanied by slogans promoting sustainability and animal welfare. But as the viewer zooms out, the illusion crumbles. The photoshoot for these 'wholesome' ads takes place in environments far from these idealised scenes, exposing cramped, unhealthy conditions, environmental harm, and the deceptive tactics used to sell these myths.