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25 January 2019

I'll have what he's having

by Alice May

Violife: “Wall Runner” - 20s

Who'd have thought - only a few short years ago - that veganism would have exploded into A Thing the way it has? Long gone are the days when even vegetarian restaurants were considered the mainstay of oddballs and hippies who grew their own clothes and smelled of joss sticks.

But back then, no-one had Instagram to document and share images of delicious-looking, plant-based meals which appealed to the vegan and non-vegan alike; dispelling the myth that this lifestyle choice would condemn you to a diet of lentils and brown-edged lettuce.

Plus with internet-savvy Millennials and Gen-Zedders also being more aware of the environment than we ever were, and more appalled at intensive farming practices, the decision to eschew real meat and dairy becomes understandable.

And while in some respects veganism is a serious subject, its integration into the mainstream means that it doesn't have to be treated with earnest reverence.

Which is why Violife has opted for a tongue in cheek approach instead. The cheese substitute, we're told, makes switching away from the genuine article incredibly easy. Possibly... too easy?

As Violife choosers top pizzas and sandwiches, it occurs to them that maybe other things in life are easier than they thought, which they then test with predictable consequences.

The ads are stylish, succinct, and succeed in communicating the idea that Violife isn't some dubious outlier that tastes weird and synthetic. The jokes could perhaps have had a little extra oomph, but the important thing that stays with us is how normal they make the idea of non-cheese cheese seem.

Creative Agency: VCCP Ⓟ Ⓦ
Creative Director: Caroline Rawlings
Creative: Aengus Ryan / Rory Sheppard
Planner: Roisin Robothan-Jones
TV Producer: Edmund Thorn
Film Production: Moxie Pictures Ⓟ Ⓦ
Director: Michael Cumming Ⓟ Ⓦ
Producer: Amber Millington
Editor: Flaura Atkinson ♀ Ⓟ Ⓦ @ The Quarry Ⓟ Ⓦ
Offline Producer: Jenn Sanders
Post Production: George Reid @ nineteentwenty
Sound Designer: Dan Beckwith @ Factory Ⓟ Ⓦ

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