- Paul Mccartney
FLEX is a campaign concept which breaks the stigmas surrounding plant-based diets, helping to encourage flexitarian living for the next generation. This came from wanting to challenge stereotypes and show that plant-based choices don’t have to be extreme or labelled.
The campaign takes a light, playful approach, using bold colours, fruit and veg-inspired stickers, and bold slogans to peak curiosity. Targetted at Gen Z, it encourages people to think more consciously about their food choices without any pressure. Across posters, publications, and paper bag handouts, the work is designed to feel eye-catching, accessible, and open-ended, inviting people into the conversation.
FLEX HAND OUTS
Contains campaign stickers, postcards and invitation leaflets
‘OUR CAMPAIGN’
A publication showcasing the campaign messages and values
‘THINGS VEGETERIANS ARE TIRED OF HEARING’
A mini publication documenting common questions, clichés and misunderstandings that come with being vegetarian.