Meatless Meat Relocation, Best of Show & Gold — HK4As Students’ Award 2019

As reported earlier that our Advertising Design students have received awards at the the HK4As Students' Award this year. A team was named the Gold Award winner which is also the Best of Show in Student Awards, and other teams won 3 Merit Awards. (full story) 

The ‘Meatless Meat Relocation’ campaign is the Best of Show and Gold winner. The project team is consisted of 4 members: Cheng Tsz Yin, Cheung Chi Ho, Ng Wing Ki, Wong Chun Hei. 

The Meatless Meat project aids meatless meat to move out from the meat area in supermarkets and stores and into the vegetable area where they are supposed to be. 

Let’s take a detail look of what the campaign wants to do.

MEATLESS™ MEAT (Meatless Meat Relocation 重置家園計劃)

Brief:

Create an integrated campaign for the launch of Meatless Meat in Hong Kong 

Problem and insight:

When you do grocery shopping, you won't expect vegetables to be displayed in meat areas right?

Yet we were surprised by our insights where many supermarkets would display meatless meat with frozen meat together.

Meatless meat is like composed vegetable, it is made from ingredients like beans, especially soybeans and tofu, nuts, grains, seeds or mushrooms. Displaying these composed vegetable in meat areas is like trying hard to make them ‘fit in’ to the meat category.

Hence, the Meatless Meat Relocation is an integrated campaign that helps meatless meat to be their real self – Vegetable.

Solution:

In order to own a real home of oneself, we helped them to move home to the vegetable area where they are supposed to be in, so that they don't have ‘fit in’ to the meat area, and they get to standout by being their real self. To do so, there are 3 stages in the campaign:

First stage – Awareness:

To get the attention of consumers with OOH print ads, and ask them to scan the QR code on the ads. 

Second stage – Interact:

The QR code will open the website of "Meatless meat real estate agency", where consumers can vote for the new home for meatless meat. 

Third stage – Call for Action:

To announce the result of meatless meat's new home to consumers by setting up Point of Sales around the vegetables areas.

Credits and Info: