VIVA! HALFWAY HEROES
Halfway Heroes: an idea that met people halfway - and hit 1.4M views
Most vegan campaigns ask for everything at once. We came up with a different idea for Viva!: Halfway Heroes. Instead of demanding full veganism, it invited people to meet the cause halfway. Built from stock, motion graphics and archival footage, this motion graphics campaign has passed 1.4M views on YouTube – and the concept proved so strong that Viva! extended it themselves.
The Problem
Persuading people to go vegan is hard. The full ask can feel all-or-nothing, and all-or-nothing turns people off. So Viva! needed a campaign that changed behaviour without lecturing. It had to feel inviting, not absolutist.
The work
Working alongside Viva’s talented in-house team, we created the concept: Halfway Heroes. The idea reframed the ask. You don’t have to be perfect, being a “halfway hero,” going half the way to veganism, already makes a real difference.
Then we built the campaign from stock, motion graphics and archival footage. So it could move fast, scale across placements, and land a serious message in a warm, shareable way.
The approach
A strategy, not just a film. The power was in the idea. “Halfway” lowered the barrier to action, which is exactly how you shift behaviour at scale.
Motion-graphics-led. Working with stock, motion graphics and archival footage kept the campaign flexible and fast to produce. And it did that without losing craft or impact.
An idea with legs. A good concept gives a client somewhere to go. Halfway Heroes was ownable enough that Viva! ran with it creatively, extending it into their own superhero-themed campaign – capes and all.
1.4M+ views on YouTube. Plus a concept strong enough that the client extended it into their own campaign.
We’ve worked with Skylark on smaller projects, but this bigger project really showed what they’re capable of. Skylark completely get Viva! and what we’re about – and that’s what’s really important to us.
