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Plant-based food-tech company NotCo wants to change the way consumers think about meat with its newest campaign, “Not So Happy Animals,” which uses AR technology to bring animal food logos to life.
Starting today, people in the U.S. can visit the Not Happy website on their mobile devices and scan animal logos in the world around them to see them brought to life through augmented reality and listen to a musical message about the animals.
The campaign also features a two-minute film from agency Gut that shows supposedly happy logo animals singing about their true feelings, which includes potentially disturbing descriptions related to being eaten.
“If we really want to change the conversation, we need to be bold. We are using this simple yet powerful insight: ‘why do logos of happy animals actually sell dead animals?’ and start a proactive dialogue around the source of our food,” said Matias Muchnick, CEO and co-founder of NotCo.
CREDITS
Agency: GUT
CCO: Ramiro Rodriguez Cohen
ECDs: Sebastian Regiani y Guido Donadio
Art director: Guido Donadio
Copywriter: Sebastian Regiani
Production House: PRIMO México
Director: Martin Jalfen and Mike Usandivaras
Managing Director: Jaime Vidal
Production Director: Omar Uscanga
Art Director: Lucía Rodriguez
Animation Company: BITT
Animation Directors: Javier Laurenco & Álvaro Ortega Bianchi
Augmented Reality Agency: Genosha
Tech Director: Martin Rabaglia
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