Beyond Bait

Ideation - Single

2021

Rethink, Toronto/Montreal/Vancouver
t: 416-583-2178
w: rethinkcanada.com

Client: A&W Canada Creative Director: Xavier Blais, Maxime Sauté Art Director: Mathieu Lacombe, Thomas Larthe Writer: Charles Côté Executive Creative Director: Aaron Starkman, Nicolas Quintal Strategist: Pascal Routhier Head of Strategy: Sean McDonald Account Director: Catherine Blouin-Mainville Account Manager: Victor Brunton, Gabrielle Bergeron Producer: Johanne Pelland, Sarah Longpré, Charles Gaudreau, Anna Charbonney Production Company: Nova Film Director: David Poulin Photography Direction: François Gamache 'Making of' Direction: Alex Nolet Audio House: Circonflex Engineer: Pierre-Hugues Rondeau Media Agency: Vizeum Canada

For the launch of its new Beyond Meat plant-based croquettes, A&W wanted to demonstrate that they would appeal to even the most serious meat lovers. We developed an experiment in which the kibbles were offered first to a well-known carnivore: the carnivorous plant.