Impossible Foods called Super Serious at a pivotal moment, when the brand needed to grow past novelty and establish itself as a true competitor to beef.
The work reframed Impossible from a curiosity into a contender, built on a simple but radical strategy: Plants are meat now too. Across campaigns, design, and cultural stunts, we gave the brand a voice big enough to take on the meat industry head-to-head.
SCOPE: LIVE BROADWAY MUSICAL / ADVERTISING / DESIGN / TELEVISION /DIGITAL / SOCIAL
Our first campaign utilizing the new strategy was Making Meat History, a full-blown musical that debuted at the Tony Awards.
The idea was simple: If plants are meat now too, then the history of meat itself had to be rewritten.
The musical charted meat’s journey from prehistoric hunts to factory farms to the arrival of Impossible.
Equal parts absurd and ambitious, it treated an ad campaign like theater and turned a product launch into a cultural event.