Tiny Footprint, Huge Taste.

Impossible Foods was looking for a unique social media campaign to celebrate Earth Day 2023 and advertise their products’ small carbon footprint. And given the budget we were offered, the potential for this campaign felt as small as their emissions…

Fortunately, a little wise crack between my Art Director partner turned out to be the very idea they needed. No matter your carbon footprint, you can always go smaller. So, we dropped content featuring tiny hands interacting with the environment. All to tease the launch of the first tiny Impossible Burger ever made. We took the gag even further and bought the tiniest sections of all major news papers to send audiences all over the country to mini-footprint.com. From there, fans were able to utilize the Impossible Foods impact calculator to see how their own personal footprints could become even smaller.

Agency: Deloitte Digital

Creative Directors: Angela Williams, Dima Rigby

Art Director: Alex Mayeri

Copywriter: Me