Vow - "Mammoth Meatball"

VML

VML Antwerp, Belgium

Awards

10936

Brand: Vow
Country: Belgium

Advertiser: Vow

Title	Mammoth Meatball
Agency	VML
Campaign	Mammoth Meatball
Advertiser	Vow
Brand	Vow
Date of First Broadcast/Publication	2023 / 4
Business Sector	Food
Story	Vow is on a mission to break the status quo of food by challenging the way we think about how we produce and consume food and highlighting how cultured meat is cruelty-free and can reduce environmental impacts.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 mammoth meatball was created by starting from the DNA of the extinct woolly mammoth (over 20 billion cells were used to create the meatball!).We sparked hope by making the seemingly impossible happen. And turned what is no longer here, into an icon of today: a meatball. A popular dish for people all over the world.
Philosophy	The world’s first meatball made from mammoth DNA has been revealed at the Nemo Science Museum in the Netherlands - a scientific experiment and creative collaboration between Wunderman Thompson Benelux, Australian cultured meat start-up Vow, Wefilm and a group of international experts to demonstrate the potential of cultured meat to revolutionise the food industry. The Mammoth Meatball concept is more than a cutting-edge innovation - it’s a striking statement which aims to challenge the public and the meat industry to think differently about how we produce and consume food, highlighting cultured meat as a viable alternative to traditional animal agriculture. The idea was initiated by creative disruptor Bas Korsten, Chief Creative Officer at global creative agency Wunderman Thompson, best known for The Next Rembrandt, a 3D-printed painting that was the result of AI learning from the complete works of Rembrandt. Using new and innovative technology, the mammoth meatball was created from the DNA of the extinct woolly mammoth and completed with fragments of African elephant DNA (a close relative to the mammoth). Cultured meat is genuine animal meat, grown from the cells of animals - instead of the animals themselves - using innovative molecular technology. Cultured meat can be designed to be preferable in both taste and nutritional value, and has the potential to significantly reduce the environmental impacts normally associated with traditional meat production. The Mammoth Meatball is a unique experiment - but one that also has a very serious ambition which is to start a conversation around the future of food for a rapidly growing population - and to introduce the idea of cultured meat to a wider audience. Amsterdam-based creative film agency Wefilm joined Wunderman Thompson as creative partner in the project, and produced a short documentary in which the cutting-edge process is documented. Juliette Stevens directed the documentary on Wefilm’s behalf. As Australia's first cultured meat company, Vow is committed to creating food that is not only more sustainable but also more delicious and nutritious. Unlike most other cultivated meat startups, Vow is using this technology to create new products that go beyond replicating existing pieces of meat. By working with a team of scientists, chefs, and creators, Vow is exploring new flavours, textures, and nutritional benefits that have never been seen before. In November 2022, the Sydney-based company announced a $49.2M Series A funding to continue its mission, bringing forth the next generation of food products fit for a rising population. This significant new funding marks the world record for a Series A raise in the cultured meat industry. Having launched less than four years ago, Vow is already leading the way with their world changing innovation, and they’re just getting started. The company will be launching their first brand, Forged by Vow, in Singapore later this year, creating dining experiences unlike anything we’ve seen before.
Media Type	Product Design/Development
Length	310 seconds
Market	Netherlands, Australia
Production Company	WeFilm
VFX/Post Production	Ambassadors
Advertising Manager	Tim Noakesmith
Advertising Manager	James Ryall
Advertising Manager	Sarah Ellice-Flint
Advertising Manager	Sarah Separovich
Advertising Manager	Jasper van Veen
Advertising Manager	Adem Kurcan
Academic Researcher	Professor Ernst Wolvetang
Academic Researcher	Giovanni Pietrogrande
Advisor	Corine van Impelen
Advisor	Bart Braun
Global Chief Creative Officer	Bas Korsten
Regional Chief Creative Officer	Sandra Bold
Creative Concept Team	Bas Korsten
Creative Concept Team	Marius Gottlieb
Creative Concept Team	Jasper Korpershoek
Art Director	Tunçhan Kalkan
Global Account Leader	Dorien Van Antwerpen
Account Manager	Sarah Savoir
Co-founder / CEO	Bas Welling
Director	Juliette Stevens
Editor	Nik Roosenberg
Production Creative	Marius Gottlieb
1st AD	Fabian van der Hulst
Executive Producer	Beau van Assem
Producer	Ellis Thomas
Director of Photography (DOP)	Zeeger Verschuren
Focus Puller	Chris van Dijk
2nd AC	Keith Tedesco
Gaffer	Thomas Jeninga
Best Boy	Sander Idema
Set Dresser	Rivka Koops
Production Assistant	Tijn Lodder
Cameraman event	Luc Roes
Production Company	Wunderman Thompson
National Head of Production	Alistair Pratten
Senior Producer	Siobhan Crowley
2nd Unit Director	John McGovarin
Director of Photography (DOP)	Courtney Jones
Camera Assistant	Macs Finaly
Sound Recordist	Oliver Dibley
Chief Creative Officer	João Braga
Food Creative	Robbie Postma
Music / Sound Design	Amp.Amsterdam
Music / Sound Design	The Sonic Branding Company
Audio Director and Composer	Bertus Pelser
Sound Engineer	Martin Snel
Project Manager	Frederique Vroom
Executive Creative Director	Justin Blyth
Head of Production	Michelle Kruger
Producer	Sophie van Kooten
Animation	Stefano Paron
Animation	Ilaria Di Sevo
Colorist	Amy Besate
3D Supervisor	Ralph Meijer
3D Supervisor	Nick Groenveld
3D Artist	Sjoerd de Greef
3D Artist	Chris Klinkhamer
3D Artist	Puck van Vliet
3D Animation	Oscar Guagnelli
VFX Artist	Sil Bulterman
VFX Artist	Jeroen Baars
Food Photographer	Aico Lind
Event Photographer	Robert Harrison
Global PR lead	Jessica Hartley
PR Agency	For the Right Reasons
PR Agency	BCW NY
Global Chief Creative Officer	Fede Garcia
EVP, PR	Heidi Donato
Website	Monwest
Web designer	Joop Akerboom
Web designer	Matthias Leuhof
Web Developer	Stan van Oers
Web Developer	Amber Van Os
Culinary advisor	Phillip Davenport
Bioengineer advisor	Arend Vos
Professor of Molecular Biology	Merlin Crossley
French copywriter	Yves Donceel
Sound Producer	Menno van Riet
Strategy support	Jef Pelkmans
Creative Manager	Matthew Garrard
Global Creative Operations Director	Nora Farley