Quit Meat Helpline.

Quitting meat is just as hard as quitting other bad habits. So instead of another food campaign, we created the world's first hotline for people wanting to get rid of the meat. And promoted it with a movie where people smoke sausages. The result? The most talked about campaign of 2018 according to Berlingske Business — and a brand that led more people to take the first steps towards greener habits.