plants with benefits
re:wild · integrated campaign · 2026
insight
people care more about their wild life than wildlife. flexitarians are open to eating more plants. but distant benefits for the planet struggle to compete with personal desires: feeling healthier, more confident and more fulfilled. research suggests plant rich diets may support sexual wellbeing. an unexpected benefit that gives people a compelling reason to reconsider what’s on their plate.
idea
make a personal desire a reason to give nature more room. plants with benefits is a movement inviting people to explore what eating more plants could do for their sex life, and for nature. instead of asking people to give something up for the planet, we give them something worth choosing for themselves. swapping meat for plant based protein can reduce demand for agricultural land, easing pressure on wildlife habitats.
execution
arnold schwarzenegger challenges the myth that strength comes from meat, inviting people to discover what plants could do in the bedroom and beyond. creators across food, fitness and sexual wellness take the idea into their own worlds, while social, outdoor, dating apps and unexpected media placements turn plants with benefits into a cultural conversation. then the app turns curiosity into a habit. every plant protein choice builds a streak with nature, with reminders, recipes, challenges and food delivery integrations making the next one easier. a live impact tracker connects individual choices to a collective picture: meals swapped, habits built and land potentially freed for nature. one personal benefit. one daily choice. a whole lot more room for the wild.
credits
- role
- art direction
- team
- kunal khade
marco pröfrock
marion mondoloni
melissa duarte de alameida
mohamad al qarawi
norman wursthorn - awards
- shortlist · results pending · cannes lions — the brief #6
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