Long Live The Impossible
Fall 2024
Instructed by Beth Kushner
Problem: Impossible Foods has had trouble converting people to try their products in favor of their authentic meat counterparts. How can we position Impossible Foods as the fuel of the future?
Solution: Highlight the irrefutable fact that switching to a plant-based diet will help you live a longer and more fulfilling life, through a series of out-of-home ads and unique in-person and social media activations.
Skills Utilized; Art Direction, Copywriting, Creative Strategy
OOH: Juxtapose how people can excel at stereotypically “youthful” activities even at an older age due to having a plant based diet.
Activation: An alternative take on a timeless tradition, we've introduced an interactive bingo game that encourages people to pursue their wildest dreams, directly reaping the benefits of a plant-based diet elongating their lives.
As people fill out more spots on the bingo board, they are encouraged to share their bingo through the experiences they felt empowered to do through switching to a plant based diet.
Social: After living out their wildest dreams and deepest desires through "Seemingly Impossible Bingo" people are then encouraged to share social media posts of their "Impossible" stunts and excursions to #Longlivetheimpossible to help raise awareness of the positive benefits to switching to plant-based foods.
Social: A day-in-the-lifestyle video that features collaborations with older social media stars and follows their daily routine, which includes a plant-based diet. In between meals, the person does outlandish activities that people would not expect them to be able to do at their age.