Better than chicken* – 360º Campaign
When compared to chicken production, planted.chicken production emits 74% less greenhouse gases. That's a big number, and we wanted to let everyone know about it. You are helping to save our planet by reducing 74% CO2e of production, and this fact needs to be communicated. We wanted to bring this reality to life in one of Zurich's and Berlin's most popular venues.
And we started off with…
Berlin guerrilla advertising campaign
On a Friday evening, we decided to project our message onto as many Berlin walls as possible. Our projections were up for 6 hours and received a lot of attention and questions, creating a sense of curiosity in the public, which was our sole goal. It was a huge success, and it paved the way for our upcoming main campaign #Betterthanchicken.
#betterthanchicken
"Better than chicken" was and still is a bold claim to make by a brand of alternative meat products such as 'planted.'
The claim to be "better" than its meat industry competitors could have resulted in some legal consequences. Predictably, science was on our side, and we had no hesitation about speaking up and telling the truth. As an agency, it was our responsibility to make this simple, obvious, and bold statement as clear and direct to everyone as possible.
planted.chicken emits 74% less CO2e than the chicken industry, making it superior. We said it loud and proud. We did not only distribute posters throughout Berlin, but we also painted a large mural in the heart of East Berlin depicting a chicken made from thousands of different plant species.
We went above and beyond to construct an irrigation system to water these beauties as the days went by. We kept it up for 30 days. What happened to them afterwards?