Quorn
The Brief
The brief is to create a campaign to encourage the world to go meat free for a day.
The aim is to promote World Meat Free day and aim to make it a long term lifestyle change for the people taking part.
The challenge to to explain the problem of the amount of meat is consumed daily and offer a solution.
The Solution
We wanted to change our target audiences outlook on meat and going meat-free so we thought we would utilise statistics rather than gruesome imagery which has become mind-numbing and ineffective to the audience. We also aim to achieve the meat-free solution through our active meat-free campaign.
The Concept
The concept for our poster campaign was to inform people of the the facts surrounding the meat industry.
We used these facts in the aim that it would open peoples eyes to what goes on in the industry and how serious it really is.
The design of the poster campaign was inspired by the Spotify 2016 campaign as we found it different and eye catching.
The Campaign
Our main campaign idea was to mimic a butchers shop so people would not know the difference but inside only meat free products would be sold, such as Quorn alternatives.
The aim of this is to create a video of people going into the fake butchers and being surprised at the meat free choices that are available.
If this is successful it has the ability to go viral and reach a larger demographic.
Poster Design
We wanted to take a different approach to encouraging people to go meat free.
In recent times people have overused gruesome images to scare meat eaters but we believe that people have become slowly oblivious to these tactics.
These posters display facts that we believe will have a much greater impact on the target audience.
We will be placing our ads in places with a high amount of footfall. City and town centers will be the primary locations used.
As well as on social, we will use sponsored posts as well as traditional posts looking for an organic reach.
