Beyond Meat's
A Kinder Plate
Simon could’ve been dinner. We gave him bigger plans. A Kinder Plate trades the usual guilt trip for something more human. Giving rescued animals names, dreams, and a future people actually want to root for.
Project Overview
A Kinder Plate turns rescued cows into characters with names, dreams, and futures, then carries their stories from the package to the billboard.
- Audience
- Meat-eaters and flexitarians who care about animals
- Focus
- Replacing guilt with something worth rooting for.
- Context
- Advertising Course Project
02 / Strategic Thinking
Problem → Insight → Idea
The Challenge
Animal-welfare ads guilt people into caring. Most people would rather look away.
The Insight
People are more likely to change when they feel connected to something, not blamed by it.
The Idea
A Kinder Plate. Give every saved animal a name, a dream, and a future worth choosing Beyond Meat for.
Campaign Manifesto
Simon wants to be president.
Carly wants to be an astronaut.
Benjamin just wants to wait tables.
A Kinder Plate gives the animals behind our food something factory farming never does: a future.
It’s easier to save someone when you know who you’re saving.
Choose A Kinder Plate
03 / Campaign System
The Work
Across every execution, Center Yourself turns North Dakota’s quiet, distance, and open space into the destination.
