McDonalds want to create a vegan burger, to attract a wider audience and give an opputunity to eat less meat.

A challenge for us, was to advertise a vegan product, for a brand where the majoirty of their products is meat.

We therefor decided to scream less vegan, and instead make the burger sound tasty - “Greasy Soy”.

There is a stigma about vegans and we all have build an idea of how they look. We wanted to challenge that, and show that you could be a truckdriver, motorcyclist or a scandinavian grandmom that loves traditionel food, but also be able to enjoy a vegan burger.