GoGreen just released three new vegetarian products: meatballs, minced meat, and burgers—all made from Swedish peas. In the launch campaign, we created a series of films where the cute little pea is portrayed in its new role as meat. The pea is placed in a classic meat world—with meat language, overdramatic music, and a robust visual style. We wanted the pea to be honored with the same respect as a piece of great meat is honored by a connoisseur.