Most people have never seen farm animals grow to a mature age because they only live a fraction of their natural lives in the food industry. In nature, cows, pigs, and chickens can live up to 48, 23, and 20 years, respectively, but in today's global food system, they may only live months or days. NotCo, a global food tech company, has developed an A.I., called Giuseppe, that is able to recreate the flavor and texture of animal products using only plants. With the advancement of generative art A.I., NotCo can now use A.I. to educate people on the disparity between the lifespans of animals in nature and those in the conventional food system. The global campaign was deployed across six countries, translated to three languages and had a budget of under 100k, and follows the company's announcement that it has become a Certified B Corporation.

The campaign was designed for deployment in three languages across multiple major metropolitans in six of the most populous countries in the world, including the United States, Brazil, and Mexico. This collective reach surpassed 775 million people. The campaign targeted the top producers and consumers of animal products, such as the U.S. and Brazil, two of the top three animal-product producers, and three of the top ten most populous countries. Critical to NotCo brand perception and change in behavior is accessibility to a sustainable food product alternative in communities not regularly engaged with. By specifically campaigning outdoors in neighborhoods typically ignored by the alternative foods industry, NotCo is leading a brand and sector perception shift in communities worldwide.

In countries worldwide, meat consumption is deeply ingrained in the culture and a staple of everyday food. This has led to a high demand for animal products, which has negative environmental consequences such as deforestation and greenhouse gas emissions. Nearly 40% of the world's surface is used for farming, and almost 80% of the farmland is used for livestock. NotCo believes that these cultural attitudes towards meat consumption and environmental resources depleted for production need to be reexamined and, where applicable, innovative alternatives as created by new technologies used in place. These technologies will not only feed a growing global population, expected to rise from 8 billion to 10 billion in 30 years, but also support new, clean industries that will make the world more sustainable. Our campaign, launched during Earth Month, symbolizes the deep connection between the industry, the planet, and all its inhabitants.