As you would expect, Maple Leaf Foods did not want to do this. Who would? A meat company telling you to eat less meat is insanity. I always assumed the core of my job was to think of ideas, but this campaign taught the importance of selling them.

Credits
Creative Director: Cory Eisentraut & Brian Allen
Art Director: Mariam Alqasim & James Pacitto     Copywriter: Michael Porfirio & Charlie Glassman