HUMANE WORLD FOR ANIMALS

We Turned Wednesday Into Beansday

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OPPORTUNITY

Humane World for Animals has spent more than 70 years fighting animal cruelty around the world. They wanted to spotlight one of the simplest ways people can help animals every day: the food they eat.

Our challenge was to create a PR-worthy campaign that would spark conversation around plant-based eating and inspire Americans to swap more animal-based meals for plant-based ones every week.

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IDEA

We created Beansday.

A simple weekly ritual encouraging people to swap meat for beans every Wednesday.

Instead of leading with guilt or sacrifice, we built the campaign around humor, positivity, and participation.

Beans are affordable, accessible, protein-packed, and one of the easiest ways to reduce the demand for factory farming. By turning a small behavior change into a repeatable habit, we gave people an easy way to help animals through their food choices.

Then we found the perfect spokesperson.

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KEVIN BEAN

We convinced Kevin Bacon to temporarily become Kevin Bean.

To launch Beansday, we created a campaign centered around the actor's newfound love of legumes. We built a custom bean suit, set off real bean fireworks behind him, and unleashed some serious bean energy across the internet.

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THE WHOLE CAN OF BEANS

To turn awareness into action, we built a campaign ecosystem that brought Beansday to life across culture, creators, and digital experiences.

  •  Launched a limited-edition “Humane World for Animals Kevin Bean Bean Beanie” and seeded them with influencers, creators, and media
  • Created a CGI-powered mixed reality beanstalk towering over New York City, inspiring Olympian climber Colin Duffy to join the conversation and share the content with his audience
  • Built the Beansday Hub, anchored by a live Bean Counter tracking the community's collective impact

Resulting in widespread media coverage, social engagement, and a whole lot of bean-fueled conversation.

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IMPACT

Over 1 billion unique press visitors in the first week.

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Beansday Launch Video

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Faux OOH 

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Launch Day Influencers – Sample

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Be[an]hind the Scenes – the making of the bean suit

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