HUMANE WORLD FOR ANIMALS

We turned Wednesday into Beansday and Kevin Bacon into Kevin Bean.

IDEA

Humane World for Animals wanted to spotlight one of the simplest ways people can help animals: the food they eat. We created a PR-worthy campaign that inspired consumers to swap animal-based meals for plant-based ones.

We created Beansday.

A simple weekly ritual encouraging people to swap meat for beans every Wednesday. Instead of leading with guilt or sacrifice, we built a campaign around humor, positivity, and participation.

And we found the perfect spokesperson.

Kevin Bean.

We convinced Kevin Bacon to temporarily become Kevin Bean and created a social campaign centered around the actor's newfound love of legumes. We built a custom bean suit made of 86,000 beans, set off real bean fireworks, and unleashed some serious bean energy across the internet.‍

The 86,000 bean bean suit

Limited-edition “Humane World for Animals Kevin Bean Bean Beanie” seeded with influencers, creators, and media

CGI beanstalk in New York City, inspiring Olympian climber Colin Duffy to share the content with his audience.

Beansday Hub, anchored by a live Bean Counter tracking the community's collective impact.

RESULTS

Over 1 billion unique press visitors in the first week.

Beansday resulted in widespread media coverage, social engagement, and a whole lot of bean-fueled conversation.