#SaveOurSoil
I helped McCain launch their global campaign to educate young audiences about regenerative farming. As producer of 25% of the world’s fries McCain were poised to speak to Gen Z in a language they understand.
The campaign centred around the launch of a world’s first product - ‘McCain Regen Fries’, made exclusively with potatoes grown using regen farming at McCain’s Farm of the Future. I helped launch a series of innovative global activations that used the language of fries to bring the audience together IRL and online, and spread the word about regen farming.
Client
McCain Foods
Year
2022
First, we teamed up with Roblox’s Livetopia to create a virtual farm. Players Could make their own Regen Fries and learn a bit about regen farming while doing it.
2.8m visits
in the first 48 hours
over 15 mins
on average in game
We launched the game with an immersive animated film that showed the ‘farm to fork’ journey in one continuous shot.
I oversaw everything from the developing the initial concept, to camera flight to character design and all manner of cut downs and reversions.
I even voiced a worm.
