Above and Beyond
The Insight
With an abundance of companies claiming to be “green” and focused on climate action, many people are starting to realize that these companies are in reality, doing little to nothing to actually contribute to the betterment of our planet.
The Idea
To show that Beyond Meat is a company truly dedicated to taking action that protects our planet, they will go ABOVE AND BEYOND with their new campaign, setting themselves apart from competitors.
Traditional flavor, revolutionary impact.
ACTIVATIONS
Instead of easily ignored booths yielding nothing but a clipboard and info packets, Beyond Meat will go ABOVE AND BEYOND by implementing disruptive large scale art installations in high trafficked urban areas.
All water used in these installations will be recycled by local farms when the displays come down.
Instead of traditional, two-dimensional billboards, Beyond Meat will go ABOVE AND BEYOND to implement large scale “tank billboards”. These plexiglass tank billboards will be installed in pairs, on both sides of a road or highway.
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Some companies wheat paste posters or hang mediocre banners in malls. Beyond Meat will go ABOVE AND BEYOND by hanging massive banners showing the amount of land use for traditional beef vs Beyond Beef from the construction cranes that have taken over the skylines of urban landscapes.
ABOVE AND BEYOND DONATIONS
Instead of donating to a random charity, Beyond Meat will go ABOVE AND BEYOND by setting up their own non-profit organization that will focus on two key issues…
One: educating the public about the effects animal agriculture is having on the planet; ensuring that this information is accessible to rural communities as well.
Two: ensuring that the countless workers currently relying on fossil fuel jobs, are made aware of the green jobs of the future and provide them with grants for training in these new green job fields.
SOCIALS
Instead of paying one or two mega influencers to post a disappearing Instagram story, Beyond Meat will hire 100 micro influencers to post Reels or TikTok videos talking about the effects of animal agriculture vs Beyond Meat production. Additionally, we will also have them post coverage of the ABOVE AND BEYOND activations and tank billboards.
