Future Farm

F*ck Mars
The Future is Earth

Creative Campaign / Out of Home / Social / Influencer Partnership
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The campaign 

F*ck Mars

Gen-z and Millennial flexitarians were feeling the pressure to convert to a plant-based diet to save the earth, while billionaires were jetting off to Mars in their carbon heavy rockets. It was time for a new message: Earth is awesome, and by eating more plant-based alternatives, we can safeguard its future without compromising on indulgence. We launched a guerilla-style campaign starting with a fake Mars tourism board attempting to convince people to move to Mars and live among the billionaires.

Step 1:

First we created
a fake billionaires tourism board inviting consumers 
to move to Mars.

Our guerilla approach included a mural in Shoreditch, posters, pavement stencils, social and digital media where we asked more consumers to get involved.

Untitled design (2)
Photo 4
Photo 49

Then we defaced our own ads to reveal our true message

F*ck Mars, the future is Earth, the future is plant-based.

F@CK Mars 5
Photo - 6
Photo - 1-min
Future Farm London 104-min

The Results 

In just four weeks and a lower-than-average media spend of £150,000 we were able to;

  • +4% Increase Awareness
  • +27% Increase in Brand Preference
  • +14% Increase in Brand Appeal
  • Top 10 Best OOH campaigns voted by Campaign magazine