Plant-based meat alternatives have finally caught on. That’s primarily because plant food that looks and cooks like meat is now possible. The US brand, Beyond Meats, is available in Australia. Denmark’s Naturli’ Foods is available in the UK, and Iceland has the No Bull brand. But in the US, the Impossible Foods burger is a huge part of the buzz. In fact, Impossible Foods has a broader mission than converting burger fans to its burger alternative. It wants to take animals out of the food production chain by 2035 in order to save the Earth. This, the company has stated in its first sustainability report.
“We found a way to make meat using plants, so that we never have to use animals again. That way, we can eat all the meat we want, for as long as we want. And save the best planet in the known universe,” the company says in its mission statement.
Accompanying Impossible Foods sustainability report is a new campaign, spearheaded by an evocative film (enhanced by glorious visuals), in which an astronaut returns to Earth and notices the natural wonders the rest of us tend to take for granted. The aim of the film is to make viewers see the world as if for the first time to overcome the deadening effect of being regularly exposed to words like eco and sustainability and climate change.
The voiceover for the film is by hip-hop artist, Fatlip, from The Pharcyde. The actor is Willie Wright. And the director making a powerful film from these and Earth’s natural assets is Nick Walker, who has directed for a Nicki Minaj and FKA Twigs. It ends with the message, We’re on a mission. And it’s not to Mars.
The film is supported in social media and with experiential elements, such as wandering astronauts in New York, who will reintroduce people to the wonders of the world. The campaign is the first production by the Impossible Foods in-house creative department, led by executive creative director, Sasha Markova, and creative director, Giselle Guerrerro.
Impossible Foods is not on an impossible mission. A 2017 study by research group, Health Focus International, found that 60% of US respondents claimed to be cutting back on meat and 17% of those aged 15 to 70 claimed to eat a predominately plant-based diet. According to a 2017 report by Markets and Markets, the total meat substitutes market is estimated to reach AU$6.3 billion in 2018, and is projected to rise to AU$8.7 billion by 2023.
Client: Impossible Foods
Executive Creative Director: Sasha Markova
Creative Director: Giselle Guerrerro
Production Company: Object & Animal
Director: Nick Walker
Editing: Work Editorial
Colour: Electric Theatre Collective
VFX & Post production: Electric Theatre Collective
Music Supervision: The Teenage Diplomat
Sound Design & Mix: Lime Studios