A Spaceman Discovers a New World on Earth in a Quirky Campaign for Impossible Foods

Impossible Foods – the creators of the award-winning, plant-based Impossible Burger – is launching its first brand mission campaign - including a short video - to coincide with the launch of its annual Sustainability Report on August 8th. 

The campaign centres around a film called The Return, which tells the story of an astronaut returning to Earth, and falling in love with every small detail of our planet. It ends with the line that the Impossible Foods’ mission is for earth, not Mars. The film is a tribute to our planet, and reflects Impossible Foods’ mission to fight for our planet by finding better, more sustainable ways to feed ourselves.

The film will be backed by experiential elements (New Yorkers, look out for a wandering astronaut in your city who will reintroduce you to the wonders of the world) and heavy social.

The campaign is the first production of Impossible Foods’ in-house creative department led by ECD Sasha Markova and CD Giselle Guerrerro. It was directed by Nicki Minaj/FKA Twigs music promo director, Nick Walker and the voice of the astronaut belongs to Fatlip from The Pharcyde. 

The short film will premiere at an event hosted by Impossible Foods to release its 2018 Impact Report., which summaries the company’s substantial progress in sustainability developments, as well as the commitments that Impossible Foods is making to fix the food system and meet rising demand for meat in new and better ways.

The event takes place on August 8th at Elizabeth Street Garden in New York City, and includes a panel discussion featuring Pat Brown, Founder and CEO.