In a bold move toward promoting a plant-based diet, NotCo, in collaboration with GUT Mexico City, introduces the groundbreaking campaign “Not So Happy Animals.” This satirical endeavor delves into the hidden narratives behind food logos featuring seemingly content animals, urging a rethink of dietary choices.
Unmasking the Reality: “Not So Happy Animals” Campaign:
The campaign unfolds through satirical stories told by animals—chickens, cows, pigs, and more. In a cheerfully misleading portrayal, these animals sing about their seemingly happy lives, a stark contrast to the sad truths they face. This creative use of juxtaposition sparks contemplation about the often-overlooked reality behind the smiles presented in food advertising.
Interactive Engagement at nothappy.com:
The campaign introduces an interactive element at nothappy.com, encouraging audiences in the United States to engage actively. By scanning animal logos commonly found in public spaces, users unlock an augmented reality (AR) experience. The AR messages, presented in the form of songs, reveal the true stories of these animals. Additionally, visitors are directed to explore and purchase NotCo’s range of plant-based products, crafted by chefs with the assistance of artificial intelligence (AI).
Provoking Thoughtful Conversations:
Guido Donadio and Sebastian Regiani, ECDs at GUT, share the campaign’s genesis—questioning what truly makes these animals happy. The campaign goes beyond irony to spark meaningful conversations about the origin of our food. Lou Mckerrow, VP & Global Head of Marketing at NotCo, emphasizes the brand’s commitment to revolutionizing the food industry and promoting mindful choices for a sustainable future.
AI-Driven Disruption:
NotCo’s proprietary AI platform positions the brand as a disruptor in the industry. The campaign aligns with the overarching goal of challenging perceptions around animal-based foods and reshaping the narrative toward a more sustainable and ethical food system.
Interactive Application and Actionable Provocation:
Ramiro Rodriguez Cohen, CCO at GUT, highlights the campaign’s unique approach. The nothappy.com application not only serves as a hub for interactive engagement but also provides users with tools to actively participate in the campaign. Beyond provocation, GUT emphasizes the importance of offering concrete actions, inviting people to explore and try NotCo’s products with exclusive discounts.
Global Impact:
The “Not So Happy Animals” campaign spans across Mexico and the United States, leveraging an integrated approach to reach diverse audiences. With three impactful media assets, NotCo and GUT Mexico City aim to catalyze a plant-based revolution, encouraging consumers to make informed and compassionate choices.
In conclusion, “Not So Happy Animals” goes beyond conventional advertising, challenging perceptions and urging consumers to question the stories hidden behind the cheerful façade of food logos. It’s an interactive journey, inviting participants to scan, learn, and actively contribute to a cause that extends beyond the plate—a cause that embraces the well-being of animals, the planet, and mindful food choices.
