The Veggietable

THE PROBLEM

Create noise and engagement to celebrate World Vegan Day 2020, an annual event celebrated by vegans around the world every 1 November. The event was established in 1994 by Louise Wallis, then Chair of The Vegan Society in the United Kingdom, to commemorate the 50th anniversary of the founding of the organization and the coining of the terms "vegan" and "veganism."

INSIGHT

According to an online poll created by the vegan food grocery store Veganz, over 80% of people go vegan to protect the environment and the animals. In other words, most vegans adopt this diet not out of self-interest (better health, longevity, etc.) but out of love and compassion for other people and sentient creatures. Any vegan meal is a declaration of love for those around us and for future generations.

THE IDEA

Turn World Vegan Day into the new Valentine’s Day. Set up large communal tables in city squares across the globe where people can dine together on this day to celebrate love. These dinners will convey both celebration and revolutionary change: people usually gather in these spaces for celebrations or protests. But where Valentine’s Day celebrates romantic love, World Vegan Day could serve as a more expansive celebration of love that invites everyone in.

AGENCY: Creative Equals London
ROLE: Concept, Writer