Role: Social Strategy, Influencer/Creator Strategy, Comms Strategy
Ask: Develop a brand storytelling campaign that amplifies NotCo’s mission in the most creatively impactful way possible
Opportunity: Answer the question, “Can artificial intelligence help save endangered species?” to showcase NotCo’s mission to preserve species and cultures through the power of plant-based ingredients
Approach: We partnered with NotCo to embark on the journey to create the first endangered animal dish made without the endangered animal, created for good by NotCo’s AI.
In the last 150 years, the endangered Green Sea Turtle population has declined by 67%. Among its many threats? Human consumption. Many communities use its meat for the dish, turtle soup, a traditional recipe with important cultural significance.
With renowned chef, Diego Oka, and NotCo’s AI technology, we came together to recreate the taste, texture, and molecular structure of turtle meat with 100% plants and release an open-source recipe for reimagined turtle soup for anyone to try for themselves, free of charge.
The design and rollout of the soup were all filmed for a documentary that details the laboratory and industrial work that went into making the product, interspersed with education about the harm caused by the hunting of turtles for human consumption.
Results: NotCo’s most engaged campaign in history with -
1.3 Billion Impressions.
Coverage in 190 publications across 5 countries & 2 continents.
95% positive sentiment.
NatGeo is picking up the story and journey to launch a 30-minute feature documentary.
1 Gold Cannes Lion