The Coup Vegetarian Restaurant: Sheep

Let meat live.

Advertising Agency: Wax, Calgary, Canada
Creative Director: Joe Hospodarec
Art Director: Joel Arbez
Copywriter: Sebastien Wilcox
Photographer: Ric Kokotovich

September 2007


krautland's picture
3216 pencils

old pet - living room - vegetarian restaurant ... you are making me work here, guys.
this is rather subtle and perhaps a step too far for an average viewer.

I could have seen a quicker punch work just as well... showing an old pet directly perhaps.

don't get me wrong, I applaud the effort. you guys clearly attempted to do something creative (and I for one shall assume the client is real until proven otherwise). it's just that I'm not sure this is the best possible result.

Crisp One's picture
Crisp One
2005 pencils

agreed, not to be mean, but do you expect the consumer to even get this, they aren't trying to think to hard as they flip past your print ad on the way to the articles.

Cron187's picture
553 pencils

Give the consumer a little credit. A cool visual will stop anyone in their tracks. And the tagline explains the ad perfectly.

krautland's picture
3216 pencils

you are right, a cool visual will stop people dead in their track.
it's just that this is too subtle. it lacks the "oh shit, what the hell is that?" element.

reactor's picture
294 pencils

I am looking at this campaign and thinking- Do we have to go through all this trouble to promote a veg. restaurant? Isn't it much better to adopt a concept that reveals to the customer the merits of the food served at this restaurant, rather than take up the colossal burden of spreading 'Vegetarianism'? Simply speaking, what does it say about the food served? As a veg. customer that is what i need to hear. This looks like an over worked concept which has lost its focus.


ogilvyandmenon's picture
178 pencils

i have to agree with reactor. it may be creative (albeit long winded for most people to make the connection) but strategically does it work? dont think so

copywriter_n's picture
52 pencils

as a vegetarian myself, what's the point of letting them live,
what's the end benefit would I get from eating here?
creative but too far...
it doesn't make me proud of being one

Jimmie's picture
127 pencils

This one is awesome! Gorgeous! Wonderful!

XL's picture
214 pencils

And does anyone else wonder about the name of the restaurant? The Coup? As in, the take-over? That's how I read it anyway. It confuses me. Granted, that has nothing to do with the creative that we're looking at here, but it caught my attention so I was just wondering if anyone else thought it was odd.

Like many of the posters here, I don't care for the strategy they've taken. So what if we let the animals grow old? That's all warm and fuzzy and all, but what kind of food am I going to encounter at this place? This approach would be more suitable for an animal rights campaign. In fact, I feel as though I've seen something pretty similar for one.

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