Wunderman Thompson Benelux wins at Cannes for meatball campaign

Wunderman Thompson Benelux and Vow’s ‘Mammoth Meatball’ have won the Bronze lion at Cannes Lions 2023.

The Mammoth Meatball is the world’s first meatball created from the DNA of the extinct woolly mammoth.

The striking statement aimed to challenge the public and the meat industry to think differently about how we produce and consume food, highlighting cultured meat as a viable alternative to traditional animal agriculture.

And that it did! Global audiences have been intrigued by the idea, with the campaign achieving a media reach of over 12.8 billion and 3,200 press mentions in the first two weeks of launch, with extensive media coverage everywhere from news outlets such as The BBC, Sky News, The Guardian and front page of the Wall Street Journal, to late night talk shows including the Late Show with Stephen Colbert.