Cannes The Brief #6 Shortlist:
Eat Like a Man

The ask was to convince people to eat more plant protein.
For generations, meat has been wrapped up in cultural ideas of strength, toughness and masculinity. But while what it means to be a man has evolved, our idea of ‘man food’ hasn’t.
So we decided to re:write the language, tropes and spaces of traditional masculinity to turn them into advocacy for plant protein and the planet.