Client: Naked Glory

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Product: Naked Glory's range of meat-free products.

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Challenge: To create an OOH, art direction-driven print campaign that advertises Naked Glory's selection of meat alternative products.

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Insight: During the first COVID-19 lockdown, the meat-free section in most supermarkets was one of the only things not cleared out during the "panic buying" period -- which suggests that in a hypothetical apocalypse, it's most likely the vegetarians and vegans who would fare the best.

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Strategy: The advertising will achieve the objective by showing that in exaggerated, B movie-esque end-of-the-world situations, you'd be better off going veggie/vegan.

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Proposition: Go Vegan Or Go Hungry