uTOPia
Ben & Jerry's needed to launch their most indulgent tub yet, their strategy was to get into more foodie media space but the usual Woody the cow and green fields of Vermont vibe didn't really work in this world, so how does Ben & Jerry's do #foodporn?
CLIENT BEN & JERRY'S YEAR 2017 ROLE CREATIVE DIRECTOR
CREATIVE SCIENCE
We worked with the neuroscientists at Walnut to formulate some rules around how food should be shown in advertising- from slow moving fats to the use of sound.
BUT IS THAT BEN & JERRY'S?
Whilst these rules were good we needed to find a way to use them in a B&J's way. Whilst they make amazing ice cream we figured they were gonna be a bit rubbish at making icecream foodporn.
Introducing the most indulgent ice cream launch ever... cue deep sexy voiceovers, 1000fps foodporn and lots of slow moving fats. The only thing is B&J's arent all that good with the serious stuff... We created a toolkit of assets from Snap ads to GIFs and blog posts for markets to use in their local launches.
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