Title	MEATSPACE
Brand	NIKESH SHUKLA
Product/Service	MEATSPACE NOVEL
Category	B02. Viral Film
Entrant Company	WE ARE SOCIAL London, UNITED KINGDOM
Advertising Agency	WE ARE SOCIAL London, UNITED KINGDOM

Name	Company	Position
Nick Hearne	We Are Social	Creative
Nikesh Shukla	Author	Creative
Sanjai Davé	Starstyles Design	Flight Technician
Rob Lingham	N/A	Flight Technician
Tom Lingham	Three Kings High	Music

The Campaign

This campaign aimed to generate an increased awareness of the new novel Meatspace by Nikesh Shukla. The book is not about meat or space. Meatspace is another word for the physical world, as opposed to cyberspace or a virtual environment. But let's not overcomplicate things. Get meat. Send it into space. The film shows the journey of a sizzling tandoori-cooked chop right off the pass at Tayyabs, an East London Punjabi restaurant where the grilled lamb happens to be a signature dish, then it was driven 119 miles to the Cotswolds, where it was affixed to an enormous helium balloon rigged with GPS and a camera and was launched into the stratosphere. The whole operation reached 82,000 feet before it all came crashing down, along with the lamb chop. The footage, along with the wreckage, was eventually recovered from the insides of a threshing machine on a bucolic farm in Dorset, and shows the flying Lampchop.