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.
We then took the platform to the streets, hoping to inspire everyday people to unlock their inner activist.
On social, we focused on individual stories, using the platform to highlight all of the ways people were making ‘Some Motherchunkin’ Change’.
On our site, fans could sign up to join local activism groups, as well as read more from the stories featured in our campaign.
Not everyone agreed with the message, but that only means we’re on the right path.