MAIN ENTRÉE
In order to alleviate biases that may be hindering new customers, I conceptualized an OOH campaign for Impossible Foods that shouts how mmm-tastic these plant-based foods really are.
Playfully titled "Immmpossible", this campaign aimed to capture the attention of busy passerbys and also show them that Impossible Foods is worth the bite.
*This was a personal project and was not commissioned by Impossible Foods.
INGREDIENTS
By combining expressive, relatable photography with Homer Simpson-inspired headlines, my goal was to exude feelings of comfort and bliss, two feelings that are jeopardized when trying something unfamiliar especially with food consumption.
The addition of positive action words — such as devour, taste, and embrace — in tandem with the brand name helps to establish the tone. By using a variety of typefaces for these affirmations, we are also visually communicating that the products should be enjoyed by diverse people in unique ways.
HIDDEN BENEFITS
I was mindful to omit call-outs to scientific or environmental data in the designs. The business challenge of increasing product adoption to a wider population could be stifled if the marketing strategy is to oversell the holistic benefits before people have actually taken a bite of food.
SECOND SERVING
In the case of Impossible Foods, since their meat product is close to the "real thing" as they claim, the secondary reasons tied to cutting our carbon footprint could be intelligently displayed in a follow-up phase of this campaign (concept design shown below).
