We’ve all heard the escape plans—Mars colonies, apocalypse bunkers, billionaire lifeboats. But here’s the thing: Earth is the only planet with bagels. And trees. And oceans. And literally everything we love.

So instead of another climate crisis PSA or a tasty (plant-based) beefy campaign, we launched Impossible Foods' first-ever brand campaign to make people fall back in love with Earth —before it’s too late.

We’re on a mission, and it’s not to Mars.

We imagined an astronaut at the brink of takeoff, finger hovering over the launch button, suddenly realizing… There are no burgers on Mars.