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After 70 years of the Cannes Lions International Festival of Creativity, it’s not always easy to find new things to see and talk about. However, heading to Cannes Lions this year—where it is heavily tipped to be one of the big winners—will be a meatball made from mammoth meat.
Created to drive awareness and conversation around climate change-driven extinction by Wunderman Thompson Benelux for Australian food innovation startup Vow Food, the meatball was made from cultured meat including the DNA of the wooly mammoth, which went extinct about 3,600 years ago due to a change in the Earth’s climate.
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