Food + Technology
Creative Campaign + Strategy
Helping end the organ donor crisis through a line of gene edited products.
ASK
Connect an audience to a product or service from a brand you choose in a way that wasn’t possible three years ago.
CHALLENGE
5,600 people die a year waiting for an organ transplant. Xenotransplantation could solve this problem, the technology relies heavily on federal grants and funding.
SOLUTION
Smithfield is the brand who puts the most pigs in people, so we created a line of a line of gene-edited products to fund the research of more gene edited pigs.
Creative Brief
Objective
Create an awareness campaign that will push FDA approvals so that CRISPR pigs can continue being studied to revolutionize medicine and save lives.
Problem
There’s a gap between scientific potential and institutional confidence that is slowing adoption and regulatory progress for life-saving biotechnology.
Target
Skeptics & Policy Makers
Insight
Science proves but public opinion approves — if the public demands it, the government tends to move faster.
Strategy
Pigs are good for you.
View full case study @ hogsforhearts.info, or scroll below.
America has an organ donor crisis.
103k
103,323 people are currently waiting for an organ transplant.
65k
65,700 people are added every year.
24k
Only 24,000 organs are donated each year.
5.6k
5,600 people die a year waiting for a transplant.
Xenotransplantation could take the list to 0.
But we need more funding.
Two pig hearts and four pig kidneys have been successfully transferred to humans over the past three years with the new gene-editing technology, CRISPR.
However, it's still in its infant stages. But with more research, and more pigs, we can end the U.S organ transplant crisis entirely.
So, who better to fund the research of gene-edited pigs,
than the brand who already puts the most pigs in people.
We’ll introduce the line of products, and tell people everywhere that by eating our pigs, you’ll be saving lives.
We challenged Matt Stonie to eat 103,323 of our new line of gene-edited hot dogs.
Any person who uploads a video eating any Smithfield hot dog will contribute to Stonie's challenge; and therefore, contribute to shrinking the list.
We’ll add up all the hot dogs eaten in real time in our virtual piggy bank, where contributions are reflected in real-time.
View live prototype done by the incredibly talented Yanna Nguyen.
When it’s full, we’ll break the bank, and price match the donation to eGenesis, the foremost xenotransplantation lab.
By the end of the campaign,
Smithfield will be the first brand in the entire pork industry that can say they don’t just feed families...
They save them.
TEAM
Kedi Hickman (Copywriter)
Jackson Wald (Copywriter)
Yanna Nguyen (Experience Designer & Strategist)
Tanmay Kumar (Art Director)
Grace Garvey (Creative Brand Manager)
MY ROLE
Consumer & Category Research
Creative Brief
Team Leadership