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Beyond Meat
Reducing pollution one step at a time
Client
- Beyond Meat
Year
- 2020
Services
- Brand Expansion
- Branding & Strategy
- Consulting
- Market Research
- Product Calculations
- UX / UI Design
The Client:
Started in 2009 Beyond Meat was founded with the goal of helping to solve the climate crisis the world is facing by reducing the number of animals consumed. Beyond Meat is an American based company that creates plant-based meat alternative products. Through the creation of their products, they are working to offer a better and cleaner earth. A Beyond Burger generates 90% less greenhouse gas emissions, requires 46% less energy, uses 99% less impact on water, and has a 93% less impact on land use than a ¼ pound of U.S. beef burger.
The Ask:
Aid the client in expanding their brand's recognition by designing a campaign that aligns with the client's mission and promotes their goal of advancing a cleaner and healthier world.
Insight
The occurrence of global disasters is on the rise, with approximately 70% of them now being linked to climate change, a substantial increase from the 50% reported two decades ago. In 2018, greenhouse gas emissions hit record levels, surpassing the rate of global population growth by threefold. The primary contributor to global warming is the production and consumption of meat, particularly beef, which releases Methane gas, a more harmful greenhouse gas than Carbon Dioxide. The production of beef requires extensive land use and significant water resources for both feed and hydration purposes. As a result, this has caused considerable environmental damage, leading to more companies offering plant-based alternatives and a growing number of consumers seeking meat substitutes.
In the last ten years, there has been a rise in the number of individuals who are environmentally conscious. The idea of contributing to a cleaner world has gained significant importance among people, especially the younger generation, leading to a global shift in beliefs. As a result of this growing focus on environmentalism, consumers are becoming more mindful of their purchases and lifestyle choices. This trend has opened up opportunities for companies to develop eco-friendly products and appeal to customers looking to minimize their carbon footprint.
Strategy
Changing the world is easier than you think.
Approach
Understanding the importance of environmentalism to both the younger generation and our client and their consumers, my team and I recognized the need to develop a product and campaign would empower individuals to reduce their carbon footprint. As we brainstormed ideas for a new product, we sought to bridge the gap between these two demographics and assist our client in broadening their customer base. This led us to the concept of designing a phone application that would enable users to monitor their carbon footprint. Given that our target audience frequently engages with their phones, we believed this would be an effective way to place our client's brand directly in the hands of consumers. This app allowed users to input their daily activities and utilized complex calculations to track their carbon contributions. By visualizing the impact of their carbon footprint, users could then adjust their daily habits to minimize their environmental impact, while also engaging in friendly competition and comparing contributions with others. Through this app, our client could engage a larger audience, raise awareness of their brand, and promote their products through tips on healthier eating and trackable food products. We believed that this approach would effectively support the client's mission and set them apart from their competitors.
In conjunction with the application, we devised a campaign centered on educating individuals about the various factors that can influence the environment. By encouraging a simple change in one's daily routine, we aimed to emphasize the impact that each person can make. To bolster the promotion of the app and our client's brand, we curated a series of posts highlighting the environmental impacts of different actions. Additionally, my team and I produced short Pre-Rolls to precede YouTube videos, posing thought-provoking questions about individual actions. Alongside our social advertising initiatives, we developed a set of stunt advertising to visually demonstrate the consequences of pollution.
Objective
Create an app for that helps individuals track their daily actions and see how those actions affect their carbon footprint. The app will help people become aware of their impact and encourage them to make small changes to improve the world.
Product Extension
My Environmental Footprint allows Android and Apple app users to keep track of their CO2 emissions from their phone wherever they are. The app lets users track their daily activities and they can compare their data against statewide and national numbers. Similarly to apps like Fitbit, the ease of use for My Environmental Footprint will make it accessible for anyone who wants a quick and convenient way to track their carbon footprint.
App Segments
When the user first uses the My Environmental Footprint app they will be prompted to set up an account. From here they will add basic information like their name and location so that they can track their CO2 from their trips and compare their overall CO2 contribution statewide. They will also be able to add more in-depth information like their vehicles make and model and their energy star appliances so that they can get more accurate CO2 calculations.
Social Media
YouTube (Pre-Roll)
My team and I wanted to advertise My Environmental Footprint in a less traditional way than just making an advertisement, while also making people think about their impact on the environment. We created pre-roll that would play before YouTube videos posing thought-provoking questions about the environment.
We researched environmental facts about CO2 production and then found different ways to visually quantify it to the environment. We created a series of animated infographics about CO2 production that educates people about their carbon footprint impact.
Out of Home (Stunt)
To bring the data to life we executed a stunt depicting the size of what one ton of C02 equivalent looks like. Showing this helps a person realize the severity of carbon emissions in all of its shapes and forms. We strategically placed an inflatable at a high traffic area amongst the Las Vegas strip that uses 20% of all energy consumed in the city every year.
The Team:
Christopher Suarez (ST), Salome Guruli (AD), Akin Abode (CW), James Realubit (XD)