To celebrate Earth Day, fast food chain Subway worked with vegan grime artists to create a music piece that uses sounds emitted by plants.
A song about living vegan was written by P Money and producers Star.One. The song was created using PlantWave technology.
PlantWave detects electrical variations through electrodes placed on the leaves. The sounds were collected on an urban farm from plants that are used in Subway’s plant-based menu and remixed in a studio.
The Subway campaign called "Plant-Based Beats” promoting veganism was launched on Earth Day. It was created by Above & Beyond and it was designed to appeal to Subway’s Gen Z audience. It will run on TikTok in the UK and Ireland for one month.
The campaign features a seven-minute documentary, directed by Edwards, founder of SBTV, and developed with production partners, Radical Media and Wake The Town. On the film P Money and Star.One discuss their collaboration on music development, their vegan lifestyles and the importance of caring for the planet.
The short film will appear on YouTube, Twitter, Instagram and Facebook. ,
Angie Gosal, marketing director of Subway UK & Ireland, said: “As more people champion plant-based lifestyles, we’re excited to be involved in the release of the first-ever grime track made from plant sounds. With our ever-expanding vegan range, Earth Day felt like the perfect opportunity to celebrate Subway now having one of the biggest and tastiest plant-based menus on the high street, to offer you even more choice.”