NotCo’s satirical musical tells the sad truth behind food brands’ happy-animal logos

Gut campaign also invites consumers to scan smiley logos to learn more about its plant-based products

Published On
Jan 24, 2024
A "Smiley Chicken" logo sign on fire

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NotCo’s latest campaign asks the question: Are the smiling animals in the logos of restaurants and food brands really happy?

Through its “Not So Happy Animals” campaign, the plant-based company is looking to turn those logos with animals into sales.

The spot below, from Gut, features singing mascots found at fast-food chains, on frozen food brands and at butcher shops. Customers are then encouraged to use their phone to visit in order to scan a logo with a “happy” animal (like, say, Chick-fil-A). 


The logo is then recognized using AI, becomes animated and starts singing about wanting customers to stop killing the animal’s friends and opt for plant-based. Users will then be redirectin to NotCo’s Amazon storefront.

The ad will run on Meta in Mexico and the U.S. NotCo will also tap influencers to get the word out about the scanning experience and which logos will work.


Jan 24, 2024
Client :
Agency :
Ramiro Rodriguez Cohen
Sebastian Regiani
Guido Donadio
Art Director :
Guido Donadio
Copywriter :
Sebastian Regiani
Lyrics :
Guido Donadio
Lyrics :
Sebastian Regiani
Lyrics :
Jeffrey Schermer
Lyrics :
Rachel Fund
Lyrics :
Saimon Arce
Account Director :
Simón Arce
Head of Production :
Paula Sanchez
Sr. Producer :
Francis Peña
Sr. Strategist :
Renata Castro
Content Lead :
Geraldine Salcedo
Webapp Animator :
Manuel Montes de Oca
Webapp Animator :
Marcela Chávez
Webapp Animator :
Marco Antonio Carranza
Illustrator :
Pablo Peña
Illustrator :
Marco Antonio Carranza
Production House :
PRIMO México
Director :
Martin Jalfen
Director :
Mike Usandivaras
Managing Director :
Jaime Vidal
Production Director :
Omar Uscanga
Executive Producer :
Odille Mondragon
Assistant P.E. :
Alexa Pereda
Director of Photography :
Mariano Monti
1st A.D. :
Germanic Zecchi
Art Director :
Lucia Rodriguez
Costumes :
Alejandra Rosasco
Production Service Uruguay :
Editor :
Giacomo Prestinari
Post-Production :
Ellas Post
Post-production Coordinator :
Daniela Balcazar
Animation Company :
Animation Director :
Javier Lourenço
Animation Director :
Alvaro Ortega Bianchi
HoP :
Pilar Ramirez
HoP :
Mariela Fabregas
Executive Producer :
Guada Tellado
Producer :
Julia Novio
Coordination :
Mailén Gayoso
Music :
Papa Music
Color Correction :
Nadia Khairat
Augmented Reality Agency :
Tech Director :
Martin Rabaglia
Project Manager :
Paula Martinez
UX Design :
Lautaro Sanchez
Visual Designer :
Belén Rosati
AR Developer :
Juan Cruz Rabaglia
AR Developer :
Angela Curzi
QA :
Lautaro Gennari
VP Global Head of Marketing :
Louise Mckerrow
Global Brand Director :
Bernadette Mac Dermott
VP Marketing :
Shelly Huang
Brand Manager :
Jessica Bernstein
Media Director :
Daniella Elvira
PR Agency :

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