Work I Love: Ben & Jerry's: Do Zero for Climate Change
A brilliant piece of student work and winner of Cannes Future Lions 2014. I love it not only for the creative execution, but because the strategic elements all wrap up so nicely.
If ice cream truly tastes better at zero degrees, and we can save energy by setting our freezers to zero, its in the brand's interest not only from a product perspective but from a branding perspective. It's totally in line with who Ben & Jerry's is as a (pardon the lazy descriptor) "hippie" brand. And on top of it, the temperature gauge on the side of the container is both realistic and feasible.