Preconceived notions about egg consumption are a worldwide drawback. Regardless of scientific proof confirming the advantages. Our mission was to vary the unfavourable perceptions round day by day egg consumption. We reside within the period of conspiracies, pretend information and false flags. And individuals are an increasing number of wanting to imagine them. It was subsequently vital to interrupt many fashionable myths to be able to enhance the frequency of consumption of 1 egg per day. The technique consisted in deconstructing not the idea itself, however the system that leads us to stick to beliefs by telling a narrative.

The Eggspiracy marketing campaign, 365 unbelievable causes to eat an egg per day, first deconstructs myths by creating its personal fable, a conspiracy that targets a sufferer, the egg. The primary section was launching of a documentary in 4 episodes on an imaginary information channel, 365. The topic of the documentary: a hen journalist leads an investigation to uncover a conspiracy concentrating on eggs that has prevented Moroccans from consuming one egg a day.

As soon as this primary section was launched, the second section consisted in drowning a unfavourable notion beneath 365 new optimistic and unbelievable causes by mixing scientific, cultural and non-arguments. Movies and social content material that includes pretend journalists, philosophers, yoggists, scientists, every bringing an offbeat purpose to eat an egg a day, behind every video one highlighting the advantages of eggs.