WORLD VEGAN DAY

Brand engagement campaign - concept work

Inclusive brand positioning and adcepts to promote and celebrate World Vegan Day – an annual event celebrated by vegans around the world every 1st November.

The event was established in 1994 by Louise Wallis, then Chair of The Vegan Society in the United Kingdom, to commemorate the 50th anniversary of the founding of the organisation and the coining of the terms "vegan" and "veganism".

Ideas to bring the campaign to life include experiential pop-ups, takeovers and fairs, urban art, podcasts, playlists and social executions.

 My concept and tagline:

VEGAN FOR LIFE

This concept comes from the idea that being vegan means making life changes. It’s a lifestyle choice. And one to feel good about.

VEGAN FOR LIFE can be taken to mean a commitment or pledge to go vegan, or about being vegan to protect life (animals). It can also be about going vegan for health benefits and having more life and energy. Some might look at it as being more sustainable for our daily life and shared planet.

World Vegan Day could lead to someone choosing vegan for life – for whichever reason and however they wish to do it. It’s a life choice – not a sentence.

The creative positioning behind the campaign is Big Vegan Energy. It’s positive, affirmative, inclusive, up, energising. We want to make it easy for people to dip in and stick around. Let’s show the world how great being VEGAN FOR LIFE can be.