Ben & Jerry's challenged us to create their first major brand campaign in over a decade. Not an easy task given their iconic status. We began by defining an undeniable truth about the brand, and creating a modern platform that also stayed true to their legacy.
The rise of ‘anti-woke’ sentiments in media were the perfect tension to push back on; particularly as many outlets were directly calling out Ben & Jerry’s in their criticisms.
So, what should an activist brand do in the face of increasing pressure to change who they are? That’s right, we doubled down.
"Make Some Motherchunkin' Change!" is a creative platform built for the social age. It celebrates those who are making a real change in the world and invites others to embrace their inner activist and make a positive impact. We launched with a rally call, featuring a wide range of inspirational activists.
On social, we focused on individual stories, highlighting the ways people were making ‘Some Motherchunkin’ Change’.
Not everyone agreed with us, but that only means we were on the right path. We developed the platform idea even further through a series of on-going activations...
As part of the platform we created the Little Banned Book Library—portable installations filled exclusively with books targeted by censorship.
Partnering with the Ocean County Library, we curated diverse, banned titles covering themes such as Critical Race Theory, diverse family structures (Love and Marriage), literary classics exploring LGBTQ+ identities, Greek art depicting nudity and gender fluidity, and "True History" addressing America's racial past. These libraries were placed at culturally significant bookstores, notably Judy Blume’s Books & Books in Key West, to draw attention to literary freedom. By freely offering these banned books, we sought to spark community dialogue and reinforce values of free speech, inclusion, and cultural diversity.
The platform idea extended further as Ben & Jerry’s set out to protect ‘protest rights’. The movement to defend the First Amendment right to have our voices heard began with a party.
