Plant-based chicken brand Daring Foods has the bold goal of not just providing a sustainable alternative to poultry but entirely removing the animal from the global food system. The company is connecting that mission to other ambitious changemakers with its new “Daring Moves” platform.
The campaign kicks off with an 85-second video starring Olympic fencer Miles Chamley-Watson and directed by Molly Schiot of @TheUnsungHeroines, an Instagram account dedicated to forgotten female athletes of the 20th century. The ad shows Chamley-Watson training and competing with Black Lives Matter written on his mask and uniform. The voiceover features him reading a poem about his love of the sport, the challenges he’s overcome and how he seeks to be an inspiration.
“I am honored to partner with Daring on this initiative and to help bring attention to pioneers creating change in their communities,” Chamley-Watson said in a press release. “What inspires me about working with Daring is that we have the exact same mindset and morals. We want to do more than disrupt our respective spaces—we want to change them completely. It’s the absolute perfect match and this is just the beginning.”
Dare to change the world
The video is featured on daringmoves.com along with a Q&A with Chamley-Watson and a photo series by Raven B. Varona. The page also showcases other campaign partners including Alex Taylor, the founder of New York’s basketball-focused women’s networking group Hoop York City, and Michelle and Ollie Carrera, who co-founded vegan food relief program Chilis on Wheels.
“’Daring Moves’ is rooted in our mission to be unapologetically ambitious, unconventional and daring in realizing the change we want to see in the world,” Daring CEO and founder Ross Mackay said in the release.
“Miles exemplifies that spirit [with] every move he makes by breaking boundaries and working to create new norms in the world of fencing. We couldn’t have chosen a better person to launch this platform. And we’re excited for the world to meet these daring people.”
CREDITS:
Client: Daring Foods
Founder & CEO: Ross Mackay
Head of Entertainment Partnerships & Experiential: Jessica Zhang
VP, Creative Director: Jeff Samson
Associate Creative Director: Ellis Sant’Andrea
Senior Copywriter: Kristin Cubbison
Creative Producer: Alex Doty
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