NotCo conducts out-of-home campaign
By Rob Balw
Food technology company NotCo has begun an out-of-home advertising campaign. Timed to coincide with Earth Day, the campaign consists of billboards in Yonge-Dundas Square in Toronto that depict images of livestock as they would appear if they reached their full life expectancy. The images were generated by artificial intelligence software and are intended to highlight the brief lifespan of animals raised to be food. NotCo specializes in plant-based foods.
“At NotCo, we’re already collaborating with our patented AI to create plant-based foods that taste identical to animal-based foods as a way to build a better future for our planet,” said Fernando Machado, global chief marketing officer at NotCo. “To further shine a light on what a better future could look like, we turned to AI again, because right now animals like cows, pigs and chickens that are grown for food only live a fraction of their natural lifespans. We hope this sparks a larger conversation about how we can all do our part to create a better future together.”