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00:00Can you give me a for instance about sort of how you're either approaching something differently doing the creative differently?
00:06Give me a for instance about things that you're doing that you couldn't even do 10 years ago now with all the tools and tech
00:11That you have at your disposal. Well, what's crazy? It was wonderful. We had our first campaign with impossible foods
00:17And what was so wonderful?
00:20We actually developed a musical
00:22That they could play at the tony's it was called making meat history. We went all in
00:28It's a whole full out musical
00:31um
00:32that that audience would understand and and actually
00:36Love you for putting it together for them, you know
00:39Because they knew they were going to play we knew we were going to play it at the tony's
00:42Um, and our big thing was about with impossible was to really show
00:46You know that this is an option. This is a wonderful option. No judgment
00:52No, you know because one of the things is you're eating meat or and it's like no the big thing is it's a wonderful option
00:58You can eat meat or you cannot you can choose
01:00And the whole thing is we have to show the history of me
01:04And how it all played out and it was so educational in a lot of ways too
01:08And it was so big and it was big. I mean, yeah, I I love because one thing that we do we take things to its extreme
01:16Um, which is how you stand out in the marketplace? You really have to give you know
01:22It's not enough
01:23To just say what it is and put it out there
01:26You have to go and make people pay attention to it give them the focus give them the interest and it creates the energy
01:37You