As meat ad bans spread to more cities across the Netherlands, French vegan bacon brand La Vie needed to capitalise on the moment. So what do you do the first day of meat ad ban in a new city?

Step 1: Create a bacon ad under a fake meat brand name.

Step 2: Sit back and relax as furious reactions rol in.

Step 3: Reveal the truth, the “meat” in the picture is actually La Vie’s vegan bacon. Bon appétit.

Role: Concept & Copy

Agency: VENGEAN