1 million species are at threat of extinction, with food production as a substantial driver. 14.5% of all human-caused global greenhouse gas emissions attribute to meat production. Growing meat consumption also results in inhumane conditions for animals. While ecological and ethical boundaries are met, human evolution rages on. By 2050, we'll need two planets to feed our growing population. At least, without radical and urgent changes.

But alternatives are on the rise. Cultured meat reduces the impact on the environment, is cruelty-free and can be designed to be preferable in both taste and nutritional value.

Yet Singapore still stands alone in having legally approved cultured meat for commercial sale. Combined with the meat industry lobby and the public perception of inability to change, the discourse has taken shape. We teamed up with ‘Vow’, international experts and scientists to change the debate and the willingness to eat differently.

The woolly mammoth is a symbol of loss and what drastic impact climate change can have. Could this giant become a beacon of hope for the future of food? Using innovative technology, the mammoth meatball was created, starting from the DNA of the extinct woolly mammoth. Illustrating the potential to eat ourselves out of extinction.

We sparked hope by turning what is no longer here, into an icon of today: a meatball. A popular dish for people all over the world who make their own version of it. An accessible dish, simple to make and affordable; exactly what we hope for cultured meat in the future.

The creative idea taps into the perceived limits of cultured meat. Not to make people eat mammoth meat, but to tell an impactful story about possibilities. Uniting complex innovations with an easy concept makes people question our today and consider alternatives for the future.

There was no use in telling how we can change our future. We needed to show we can. Even when legislation, lobby groups or public perception are not on our side. By going beyond the impossible, we captured our audience’s interest.

Our message: the future of food needs to be questioned and changed.

With cultured meat as a more sustainable, ethical and feasible alternative.

Instead of targeting the few with power to make a change – we targeted the critical mass to start a cultural change. The strategy used the possibilities of genomic data to build a storytelling momentum. In a public debate filled with skepticism, we sparked hope through innovation. A big launch during the food futurism event was complemented with a press kit, a consumer-targeted website to enrich the public debate with facts and a residency for the Mammoth Meatball at Museum Boerhaave.

The campaign used cutting-edge technology to create something unexpected and groundbreaking. The creation of an iconic Mammoth Meatball meat started by identifying the Mammoth gene. From here on the right DNA sequence needed to cultivate meat was searched and gaps were completed by using the genome of the African elephant. Finally, the gene was inserted into a cell to be grown and multiplied, just like a mammoth would have done naturally.

The campaign to turn the meatball into a story was created to magnify the reveal on March 28, 2023. During the food futurism event, experts and thought leaders shed a light on the innovation from their unique angle. We connected with major press titles to get the story started. From here on the public debate was supported with a campaign website, a campaign movie and by displaying the actual meatball in museum Boerhaave.

With the creation of a groundbreaking masterpiece, we got 13 billion impressions by only using PR. The campaign was covered by global broadcasts and 12.500 global articles, contributing to a total of $120 million in earned advertising value. Making Vow go from a tiny start-up, to front page news for the Wall Street Journal. Being skyrocketed, the Mammoth Meatball found its way to social media feeds of people globally through meme’s, tweets, vlogs & TikTok’s.

We got the world to know cultured meat and changed its negative associations into anticipation to try. After seeing the campaign, 80% recognised the negative impact of the current meat industry on the environment and biodiversity loss and nearly 7/10 people perceived cultured meat as being nutritious, safe, healthy and tasty. Making 3/4th of respondents indicating cultured meat as an exciting, sustainable & realistic alternative.

The result: 95,7% increase in willingness to try cultured meat.