Copywriter

Go Impossible

Award

GONG NexGen 2019 — 1st Runner-Up

Brief

Singaporeans eat three to five times more meat than is environmentally sustainable. How do we get Singaporeans to change their consumer habits, without compromising the tastes they know and love?

In order to effect change, we aim to highlight the rising demand from consumers and encourage uptake of Impossible™️ Foods from retailers, at the same time.

Creative Rationale

A dire possibility meets the impossible. With the need for environmentalism at its peak, we challenge the audience to go against the convention — to choose Impossible™ products, and make a difference with the same taste.

#GoImpossible and live to see every possibility.

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You are only a five-minute stroll away from meat beyond the norm — for people willing to break new ground. Are you one of them?

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We can all achieve the impossible. Snap a picture of our Impossible™️ Bus, share it with #GoImpossible and stand to win an exclusive chia pet — the Impossible™️ Cow.

Gabriel Lee