Plenty of brands have created campaigns for Earth Day this year, but this is one of the more unusual we've seen. Subway's U.K. arm created a "plant-based" grime track for Earth Day, championing veganism and featuring sounds emitted by plants.
In a bid to appeal to the Gen Z demographic, tapping into their interest in both veganism and grime, the brand's agency Above + Beyond worked with grime artist P Money and producers Star on the track using PlantWave technology, which detects electrical variations via electrodes placed on leaves.
Alongside the track, "Vegang," and a TikTok video to promote its launch, the campaign also captures the back story to the collaboration in a mini documentary, directed by Jamal Edwards with production partners RadicalMedia and Wake The Town. The track will also stream on Spotify during May following its TikTok debut.
The idea is to promote Subway's plant-based menu options. "It’s a different shape of work that celebrates veganism and Subway’s commitment to it, in a manner which doesn’t feel like an ad," said Dom Goldman, executive creative director at Above + Beyond, in a statement. " t was important to us that the artists had free rein to create an authentic grime track they would be proud of. While this story is a serious one, it’s been delivered with a tongue in cheek ode to plant-based food.”