Making the world a better place with every meal.

For WWF Austria, we were allowed to implement a concept to encourage younger people in particular to reduce their meat consumption.

The original idea is that everyone can contribute to saving this planet with their diet. Or to put it another way, there is a superhero/superheroine slumbering in each of us that we can bring to life if we choose plant-based foods. We implemented the superpower campaign in photo-realistic style with illustrator Tom Krieger. The people and food on the subjects are fully illustrated and are staged like the superheroes from the famous Marvel movies.

For more on nutrition in the context of the climate crisis, click here:

To the WWF website

Click here for the case study:

To the WWF Case Study