Working with bio-engineers and data scientists, the Mammoth Meatball came to life by turning genomic data from the past into our hope for the future. Cultured meat is a subject of data innovation by essence, but the creative use of ‘code’ enabled Vow to turn DNA into an unexpected storytelling piece.

The campaign sparked the debate, increased awareness and positively impacted the perception of cultured meat. We used data to capture the interest and imagination of people across the globe. Cultivating mammoth meat turned a simple meatball into a symbol of hope for the future of food.

1 million species are at risk of extinction, with food production as a substantial driver. 14.5% of all human-caused global greenhouse gas emissions can be attributed to meat production. The growing meat consumption also results in inhumane conditions for animals. While ecological and ethical boundaries are met, human evolution rages on. By 2050, we'll need two planets to feed our growing population. At least, without making radical and urgent changes.

But alternatives are on the rise. Cultured meat reduces the impact on the environment, is cruelty-free and can be designed to be preferable in taste and nutritional value. Yet Singapore still stands alone in having approved cultured meat for commercial sale. This campaign aimed to make the possibilities of data-driven meat tangible in an unusual way. Increasing brand recognition for Vow, but most of all the category it pioneers; cultured meat as a hardly known and even less loved alternative.

The woolly mammoth is a symbol of loss and what drastic impact climate change can have. Could this giant become a beacon of hope for the future of food? The world’s first mammoth meatball was created by starting from the extinct woolly mammoth’s DNA.

We sparked hope by bringing the oldest form of data: DNA, into the future. Turning what is no longer here, into an icon of today: a meatball. A popular dish for people all over the world who make their own version of it. Accessible, simple to make and affordable; exactly what we hope for cultured meat products in the future.

The creative idea shows how the use of genomic data can tell a story about changing the future of food with cultured meat as sustainable and cruelty-free alternative. Positioning Vow as the pioneer of a category that is here to eat our way out of extinction.

There was no use in telling how we can change our future. We needed to show we can. Even when legislation, lobby groups or public perception are not on our side. By going beyond the impossible, we captured our audience’s interest.

Our message: the future of food needs to be questioned and changed.

With cultured meat as a more sustainable, ethical and feasible alternative.

Instead of targeting the few with power to make a change – we targeted the critical mass to start a cultural change. The strategy used the possibilities of genomic data to build a storytelling momentum. In a public debate filled with skepticism, we sparked hope through innovation. A big launch during the food futurism event was complemented with a press kit, a consumer-targeted website to enrich the public debate with facts and a residency for the Mammoth Meatball at Museum Boerhaave.

The creation of an iconic and symbolic meatball out of Mammoth meat started by identifying the Mammoth gene. From here on the search started for the right DNA sequence needed to cultivate meat. The gaps in the DNA sequence were completed by using the genome of the African elephant. The closest living relative to the Wooly Mammoth. Finally, the gene was inserted into a cell to be grown and multiplied, just like a mammoth would have done naturally.

The campaign relied on cutting-edge technology to create something unexpected and groundbreaking. New innovations and united expertise enabled ‘Vow’ to create a protein that had not existed for thousands of years. Only through radical innovation in data use, we could reach the hearts and minds of millions.

By turning genomic data into a tangible and comprehensive story, we showed how Cultured meat can change the future.

Turning data into a storytelling piece made us hit our goals. We made an unknown category part of a global discussion and positively shifted the attitude towards cultured meat.

By addressing data in a revolutionary way we reached 13 billion impressions with zero media investment. 12.500 written articles and global broadcasts amounted to $120 million in earned advertising value. Being skyrocketed, the Mammoth Meatball found its way to social media feeds of people globally.

We got the world to know cultured meat and changed its negative associations into anticipation to try. After seeing the campaign, 80% recognised the negative impact of the current meat industry on the environment and biodiversity loss and nearly 7/10 people perceived cultured meat as being nutritious, safe, healthy and tasty.Making 3/4th of respondents indicating cultured meat as an exciting, sustainable & realistic alternative.

The result: 95,7% increase in willingness to try cultured meat.

The call for eating less meat has never been louder. Yet the average global meat production has quadrupled since 1961 and is now at an all-time high.

A study in the Dutch market showed the perception of cultured meat is more negative when it comes to health, safety, naturalness and tastiness compared to meat, fish and Plant Based Alternatives. This shows a big gap needs to be filled to increase the willingness for people to convert to cultured meat as part of their diet.

The inability to fulfill the expectations raised by the plant-based alternatives hype (Beyond Meat, Impossible) made skepticism about meat alternatives grow with investors, press and public opinion. Leading press titles refer to cultured meat as the ‘next hope’, but it needs to build its image on the exchange failure and backlash of the unhealthy character of those who went before.