Create a low budget, high engagement, veganuary campaign that cuts through the crowd.
Veganuary is hard. Rather than shame people for feeling tempted, we wanted to side with them, and help them to overcome their temptations with a helpline, manned by real actors and comedians.
Using alternative media placements and techniques can be a major advantage if the campaign leans into them. The big guys are on TV and OOH, if we want to do something different, the campaign has to live somewhere different.