FOOD FOR THOUGHT

Impossible started with a simple question: “What makes meat taste like meat?” Then we took everything we know and love about meat, and made it even better – using plants. FOOD FOR THOUGHT

We are here to keep the greatness of classic american comfort cooking alive. What better way to do that then give the people what they want- a mouth watering juicy burger. Impossible is hitting the road for a summer experience of entertainment, education, and most importantly, cooking up delicious americana fare. If every burger eaten in 2018 was an Impossible burger instead of a beef burger, we could have spared: Enough land to fill nearly the size of San Francisco! Greenhouse gases equal to 250 million miles driven in the average US car! A full day’s worth of water demand from 2.6 million Americans! The Impossible Mission

01 02 03 04 Impossible Who? Keeping it Classic Experience the Across America Impossible

What does it look like? How is Impossible classic? How does it work? Where is this happening?

01| Impossible Who?

Human

Car

Materials & Style

Impossible is the trendsetter when it comes to food technology which is clearly shown through their brand identity. The bold tungsten font along with the chosen color palette brings maturity to a new and innovative brand. These bright colors that reference classic palettes from the mid to late twentieth-century, offer a fun and enjoyable identity that speaks to a healthy, prosperous future!

9 01| Impossible Who?

Creative Discoveries

After exploring the brand’s history and identity, these concepts represent Impossible’s forward thinking and educational message. At the same time, they illustrate the company’s mission to be at the intersection of entertainment and food technology.

10 01| Finding Impossible

THE MISSION

This activation is centered around the mission that started Impossible! 01| Finding Impossible

CLIMATE CHANGE MARCH

Repopulate forests! Sponsor worldwide climate change marches! 01| Finding Impossible

CLIMATE CHANGE MARCH #CLIMATE CHANGE

Installation architecture to drive environmental conversation! 01| Finding Impossible

KEEPING IT CLASSIC

Americana diner is filled with wholesome classic grub!

#LETS EAT 02| Keeping it Classic

01 02 03 AMERICANA CLASSIC GRUB FAMILY OWNED

Diners represent Americana Diners serve staples of American Diners are generally small and all of its classic cuisine. cuisine such as hamburgers, businesses that are family run french fries, and meatloaf. operations. Therefore, Impossible can become a part of that family! KEEPING IT CLASSIC After deciding on the diner concept in order to situate Impossible within classic Americana cuisine, it was time to explore the staples of an American diner. PATTIE-O’S DINER ROADSHOW A CLASSIC AMERICANA EXPERIENCE! 03| Experience the Impossible

01 02 03

SINGLE PATTIE DOUBLE PATTIE PATTIE-O’S DINER

Ultra Mobile Food Truck Food Truck Reimagined Ultimate Roadside Diner SINGLE PATTIE Ultra Mobile Food Truck Cost efficient food truck trailer that engages with smaller events such as street fairs, food truck gatherings, and smaller festivals! CUSTOMIZE YOUR BURGER!

Interactive selfie bun toasts a picture of you and your friends right on the bun! DOUBLE PATTIE Food Truck Expanded A slightly expanded version of the single pattie. This version includes an inviting patio setting with small activations and engagements, that transport you to American roadside diners we know and love. Detail of food truck! With this activation, users can step back in time for a fun instagrammable moment in the Impossible 50’s-style living room! Another mid-century classic activation, the pinball machine! With this diner-style pinball game, users can be transported back in time through gaming nostalgia while eating delicious burgers. PATTIE-O’S DINER INTERACTIVE ROADSIDE DINER COMING TO A TOWN NEAR YOU! The keystone of Impossible’s roadside diner tour. Pattie-o’s Diner offers the most immersive experience for it’s users. Combining all of the mid-century nostalgia with cutting edge food technology, Pattie-O’s Diner will be driving to a town near you! An aerial view of Impossible’s flagship Pattie-O’s Diner!

Just as your grandmother had in the 1950s, we will offer a recipe card that is personalized and bespoke to your individual taste buds. Tell us your favorite ingredients and we will write a recipe poem for a unique yet classic diner menu item. A user’s view of the Pattie-O Diner. Complete with a photobooths, various Instagrammable moments, unique technologically advanced food experiences, and most importantly, the very best in plant-based Americana cuisine. Yet another twist on an American staple, the phone booth! This phone booth does not require any quarters, but it does offer the ability to take quirky photos with your friends and food. THE CHERRY ON TOP… LITERALLY! + User’s view as they enter the diner to experience this collaboration and the ultimate combination - a burger and a milkshake! View of the ice cream and milkshake bar. BRINGING THE DINER TO YOU! 04|Bringing the diner to you.

We love these locations, and here’s why... · Brand Awareness · Audience · Logistics

Keystone Destinations · New York, NY · , IL · Cleveland, OH · Miami, FL + + + Supplemental Pop Ups · Nashville, TN + · , MI · Atlanta, GA · Virginia Beach, VA · Philadelphia, PA

Keystone Destination

Parade the Circle University Circle comes alive with color, music, and art for all ages. International and national guest artists join Greater Cleveland artists, families, schools, and community groups in a spectacular display of bright costumes, giant puppets, stilt dancers, handmade masks, and colorful floats.

· Attendees: 25,000+

· June 13, 2021

Burning River Festival Held each summer to commemorate the fateful day of the fire, this popular end-of-summer bash celebrates the city’s commitment to drawing awareness to the environmental issues affecting both the Cuyahoga River — now a popular spot for boating and watersports enthusiasts — and Lake Erie..

· Attendees: 10,000+

· June 25-26 2021 Keystone Destination

Taste of Chicago Nation's premier free-admission food festival showcasing the diversity of Chicago's dining scene, alongside a smorgasbord of cooking demonstrations, music concerts, art activations and family fun.

· Attendees: 200,00+

· July 8–12, 2020

Millennium Park Summer Music Series

Grab a seat in the pavilion or bring a picnic for the Great Lawn and enjoy the free outdoor movies and concerts at Chicago’s architectural gem – the .

· Attendees: 7,000+

· June-August, 2020 Keystone Destination , NY The Governors Ball Multi-day music festival held on Randalls Island in New York City. Launched in 2011, the festival features an array of genres and styles of music, including rock, electronic, hip-hop, indie, Americana, pop, folk, and more.

· 150,000+ attendees

· June 5-7, 2020 (Look to book for 2021)

Smorgasburg Largest weekly open-air food market in America, attracting 20,000-30,000 people to markets each weekend to eat from 100 local vendors—Saturdays on the Williamsburg waterfront and Sundays in beautiful Prospect Park.

· Attendees: 20,000-30,000

· July, 2021 Let’s Eat!