Background: In order to be part of the Creative Comeback 2020 programme organised by Creative Equals, we were given the following brief over Christmas.

There were 140 entries and only 30 places. I was accepted with this campaign. 

 

Insight: Veganism has an image problem. If Veganism wishes to expand and reach new adepts, it has to appeal more widely. Vegans are perceived to be miserable, moralist, humourless, antagonistic. It seems to concern only a few middle-class urbanites. Furthermore, recent reports suggest it may be dangerous. 

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Brief: Create noise and engagement to commemorate World Vegan Day on the 1st of November.

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Media: I created a provocative, colourful and humourous campaign in two phases.

Phase 1: teaser/three posters + social media posts

Phase 2: poster with all info + social media posts

A vegetal wall 

A special Guardian/Feast issue

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Events: stalls, talks, pop-ups, merch