FUTURE FARM – F*CK MARS

F*ck Mars

Gen-z and Millennial flexitarians feel the pressure to convert to a plant-based diet to save the earth or face the guilt of personal indulgence. Meanwhile, billionaires are blasting off to space, leaving Earth behind and moving to Mars. Future Farm, a plant-based meat company from Brazil, wanted to show the UK that there was a better way to save our future, one that doesn’t include rockets. We launched the campaign in 3 stages, starting with a fake Mars tourism board convincing people to move to Mars and live among the billionaires. Through a 360 approach, including a mural in Shoreditch, posters, pavement stencils, social and digital media we drove conversation, engagement and intrigue. In stage 2 we hacked and defaced everything to reveal our true message; F*ck Mars, the future is Earth, the future is plant based. We also sent 300 gift packs to press & influencers to drive awareness, brand recognition and help prove that indeed the future is Earth and it’s going to be delicious.