The D&AD brief was to create a campaign for World Meat Free Day, which is the concept of people going meat free for a day to create awareness about the harmful effects the meat industry has on the environment, our bodies and the injustice it has on animals. We want to encourage people to make a vegetarian meal with Quorn, to be pleasantly surprised at how tasty a meat free meal can be. Quorn is quite a colourful and organic product, therefore I thought I should reinforce that in my designs, through my choice of aesthetics, including colours, fonts and images. I wanted it to be a call to action for people to experience being vegetarian for the day and hoping to encourage people to give this small step a try to make a difference, and encourage other to do so in the process. 

I decided a lighthearted approach would be best at approaching the sensitive subject of animal injustice, rather than manipulating or directly targeting consumer's guilty consciences, I decided to make fun animations of farm animals to set a lighter tone.

"let them have the day off" was my chosen tag line, which is used to push across the idea that the animals will be having time off from being... consumed, since it's world meat free day they can relax, put their feet up with a cup of tea and read the newspaper. This iconography of animals relaxing, doing things as we would do creates empathy as we find ourselves relating to the animals in these animations. 

The images will be found in mainstream magazines such as Good Housekeeping, Tesco's Healthy living and Women's health mag Billboards will be launched across major cities and posters and leaflets will appear amongst supermarkets, it will also cut across email and social media platforms to achieve maximum awareness. A leaflet version will also be included in Quorn packs of food, featuring a QR code that takes you to the world meat free day website to find more information. 

Individual elements, each made using mainly elipses