To engage vegetarians and non-vegetarians in the same campaign, we have created a concept that brings the idea of ??choice. Through a game of words and gaps, the spectator, changing only one or more letters, can transform the meaning of the word (which carries a name of a vegetarian food and other non-vegetarian food). The idea of ??the campaign is to show that becoming a vegetarian should always be a choice.

The organic background was chosen because of its implicit representativeness of the "natural", a friendly environment to vegetarians. The choice of the classical typography Helvetica, brings a harmonization, with the effect of painting on an organic bottom surface of the piece. Attention to the smallest details of the craft, bring to the piece, the uniqueness between typography, background and colors, which are independent in each piece of the campaign, plus a set when presented by side.

11% increase in online sales of the magazine;

38% increase in clicks and likes on Facebook posts.

500 posters distributed at trade shows and industry events.