Meat balls made from the cells of the long extinct woolly mammoth made a huge splash in the media back in March, after an Australian company’s alternative protein launch at the Nemo Museum in Amsterdam.

That meatball wasn’t intended to be eaten, though – at least not any time soon. It was intended to start a conversation about creating a more sustainable food future. As it definitely did, worldwide, thanks to a brilliant ad campaign from Wunderman Thompson. (Although more than a few people did want to sample the meatballs, as it turned out.)