To launch Beyond Meat’s new plant-based breakfast sausages, we challenged Canadians to catch more Z’s as part of a healthy lifestyle. Then, we rewarded them with free sausages for every hour of shut-eye.
We sent our Lullaby Truck to popular nightlife areas in Toronto and encouraged night owls to call it a night.
We also woke up with the early-risers who showed us on their wearable tech just how many hours they slept and rewarded them with free breakfast sausages to start their day.
Art Director: Nina Hang
Creative Directors: Pete Lefebvre & Ryan Stotts