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

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 imagined an astronaut at the brink of takeoff, finger hovering over the launch button, suddenly realizing… Wait. I don’t want to go to Mars!

Alongside a TV and social campaign, we took to NYC with a launch event and an astronaut on the loose—fresh from his “failed” Mars mission, roaming the city, rediscovering just how incredible Earth really is. He had one-on-one conversations with people on the street, reminding them (and himself) why there’s no place like home.