Impossible™ — Earth. A Love Story.
Impossible Foods has an incredibly ambitious mission — to end mass meat production and help save the planet. We wanted to make everyone aware of the brand’s vision, but we realized that so much of the cultural conversation was around last resort solutions to the climate crisis (like trying to get us to Mars). People were so obsessed with another planet that they forgot there’s no place like home. To remind them, we created a campaign that made people fall back in love with Earth.
As an experiential stunt, we sent an astronaut out in New Your City to rediscover how great earth is. The astronaut had one on one conversations with people on the street —spreading his new found awe of earth.
We also made a newspaper called the Impossible Times to be placed in newspaper vending machines in urban areas around San Francisco and New York.
To this day, the idea of an astronaut returned home is something that the brand uses across all marketing channels when talking about its mission: from the company website, to social, event marketing and point of sale marketing.
Director: Nick Walker
Production Company: Object Animal
Creative: Entire creative department at Impossible