Re:Wild: Eat Like a Man
Cannes The Brief #6 Shortlist & Honorary Mention
(Ranked 4th out of 186 global submissions)
The brief was to create an annual campaign for Re:Wild to convince people to eat more plant protein.
We started by looking at who eats more meat, and research from 23 countries pointed to one demographic: men.
We dug deeper into what’s holding them back and found a barrier beyond food preferences: masculinity.
So, we decided to challenge that belief and re:define what it means to ‘eat like a man’.
RE:DEFINE THE RULES OF MASCULINITY
Infiltrate the Manosphere podcast space with one of our own EAT LIKE A MAN. A video and audio podcast on Spotify that looks, sounds and talks deceptively like the manosphere, but it’s actually promoting plant protein and wildlife preservation.
This satirical podcast invites voices from traditionally masculine worlds like sports, fitness, trades, and fatherhood to talk about the things their target already obsesses over: strength, gains, protein, providing, protecting and performance but, with plants, and for the planet.
Clips from this podcast will be shared on Re:Wild’s social pages.
RE:WRITE THE RECIPES FOR CHANGE
Instead of asking people to completely change the way they eat, we’ll give them easy, protein-packed ways to prioritize plants in their meals, especially for occasions they already love.
Using recipes submitted in Phase One, alongside new ones developed by Re:Wild, we’ll create a cookbook ‘THE MANLY ART OF PROTEINMAXXING’, around moments where men like to reach for meat: post-workout, Superbowl Sunday, Thanksgiving, BBQ season, etc.
RE:THINK PURCHASING DECISIONS
The manosphere loves a debate, so let’s give them one. We’ll take the provocative street-interview format popular in masculinity conversations and flip it for plant protein.
Outside supermarkets, big-box stores and other places where people are already deciding what’s for dinner, an influencer will set up with a sign designed to start an argument.
Clips from these interviews will become engaging content for our social channels.
RE:PEAT THE MESSAGE
Once EAT LIKE A MAN is out in the world, we’ll keep showing up in the everyday spaces where men think about food, fitness and performance.
STRAVA & MY FITNESS PAL
Create Sponsored Running Challenges on Strava that takes runners through local farmers markets. On My Fitness Pal, we’ll serve Native Ads around Proteinmaxxing with plants, right where people are tracking their protein intake.
RE:CLAIM SOCIAL CONVERSATIONS
We’ll send EAT LIKE A MAN PR Packages to influential creators across sports, fitness, trades, and fatherhood. Each kit will be customized to their world and include a lineup of protein-packed plant ingredients, a card introducing Re:wild’s mission and the impact our food choices can have on the wild and an important challenge:
They have to turn the ingredients into their own high-protein, plant-forward meal, share it with their audience and submit the recipe for a chance to be featured in the official cookbook.
RE:IMAGINE DONATIONS
we’ll take the cookbook to CookTok with a mini-series hosted by Marshawn Lynch. Between recipes, we’ll talk protein, performance, masculinity and protecting the wild, showing that eating more plants doesn’t make you less of a man. It might just make you a better protector.
During special TikTok LIVE episodes, we’ll turn conversation into conservation, inviting viewers to cook along, donate and raise money for Re:Wild with their favourite creators.
Show up in relevant subreddits where our target is planning their next meal and point them toward plant protein options.
YOUTUBE PREROLLS
Put contextual pre-roll placements in the manosphere and other masculine-coded spaces.
CREDITS
Art Director: Nia Dawson
Strategist: Preksha Banerjee
Account Manager: Julia Cabezas
Sr Account Manager: Katie Hamilton