The Mammoth Meatball | Vow | Wunderman Thompson Benelux, Antwerp | 2023
While the creative idea for an arguably tough brief is outstanding, I was equally blown away by the execution and specifically the scale of the impact of the earned-led media strategy. I imagine it was a complex brief – one that involved awareness, education and the need to shift perceptions. It set out to make cultured meat a mainstream topic, and it achieved that and more with this memorable, provocative campaign.
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