NotCo Uses AR to Highlight the Reality Behind ‘Happy’ Animal Food Logos

People can scan logos to hear a musical message

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Plant-based food-tech company NotCo wants to change the way consumers think about meat with its newest campaign, “Not So Happy Animals,” which uses AR technology to bring animal food logos to life.

Starting today, people in the U.S. can visit the Not Happy website on their mobile devices and scan animal logos in the world around them to see them brought to life through augmented reality and listen to a musical message about the animals.

The campaign also features a two-minute film from agency Gut that shows supposedly happy logo animals singing about their true feelings, which includes potentially disturbing descriptions related to being eaten.

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