How do you get people to care about veganism in a world that’s tired of guilt-driven messaging? We needed to reframe the conversation in a way that felt modern, relatable, and entertaining – something that could spark mass conversation, change behaviour, and resonate across social platforms.
STRATEGY
Social listening uncovered an unexpected but powerful insight: constipation affects 20% of the global population – making it a universal issue that people actually talk about online. We set out to create a vegan campaign that was light-hearted and humour-led – focusing the message on plant based diets as a clearer solution to constipation.
“The result was Good Sh*t, a bold, NSFW music track and Kawaii-style animated video, turning a vegan message into an entertaining, shareable moment. It highlighted health benefits with humour, breaking through fatigue around guilt-based advocacy.”
