Imagine

The Challenge

Communicating the case for vegan dietary choices has emphasized the health benefits in recent years. But younger audiences are known to engage better with the ethical arguments related to sustainability and animal welfare. So, this project set out to punch hard the ‘meat means eating animals’ reality for a teen and young adult segment that is beginning to influence the supermarket shopping list.

The Solution

AI-generated animation was considered a suitable medium for this tech-literate age group. It offered the benefits of low cost and speedy production while enabling powerful imagery. In developing the creative concept, we discussed how we could incorporate a hint of anime to resonate with many in this age group. And, given that our audience was likely just a few years past their childhood animated movies, we were pleased to evoke a sense of ‘Toy Story gets real’!

For food brands to connect with twenty-somethings and teens, there are creative options beyond EDM and lip gloss; we understand how segments of the conscience-burdened next generation can be jolted into a response.