Ben&
Jerry’s
Ben & Jerry’s is more than just an ice cream brand—they actively champion fair trade, diversity, climate action, and other social causes.
For their Japan launch, we staged a large-scale event at Roppongi Midtown in early spring. At its center stood a cherry blossom–inspired tree, built entirely from Cherry Garcia cups and spoons. It became a seasonal Hanami attraction where people could enjoy flowers and ice cream together—and of course, capture the perfect Instagram moment.
Our work with Ben & Jerry’s spanned far beyond events: from naming new products and designing packaging, to creating ads, building the ice cream car, developing their website, managing social channels, and leading socially driven campaigns.
Ben&
Jerry’s Denki
In Japan, electricity contracts traditionally came from major utilities, regardless of whether the source was nuclear or thermal. When the law changed to allow contracts with independent renewable providers, we wanted to highlight this shift in a uniquely Ben & Jerry’s way.
Most people don’t think about how electricity is generated—it all feels the same, and cost usually matters more. But when it comes to food, people care about origins and ingredients. So we used that as our metaphor.
We visited four renewable energy companies across Japan, brought portable batteries, and “harvested” electricity directly—just like sourcing organic ingredients. Back in Tokyo, the batteries were installed in a Ben & Jerry’s store, where customers could charge their phones while also learning about renewable energy.
CUP21
For COP21, we created placards to encourage participation in climate marches—something still uncommon in Japan. Our goal was to shift perceptions and make joining a march more accessible.
To lower the barrier, we used NetPrint, a convenience-store printing service that allowed anyone to download and print placards easily—even those without a home printer.
The designs combined striking visuals with urgent facts—rising CO₂ levels, increasing air and water temperatures, deforestation, and more. Messages were clear and direct: “We caused climate change. Only we can solve it.” and “Your LIKE won’t change anything. Take action to avoid regret.”
This simple but powerful idea gave people a tangible way to step out of passivity and into climate action.
Micro
Mini Cups
We launched an Instagram series called Micro Mini Cups, in collaboration with a Japanese miniature artist. Using a macro lens, I photographed tiny Ben & Jerry’s cups placed in playful, everyday scenes—on keyboards, egg cartons, and coffee beans.
At first glance, the images were simply cute. But each cup carried a bigger story: Ben & Jerry’s commitment to fair trade, responsibly sourced ingredients, and renewable energy. Just as the cups were crafted with care, the brand is dedicated to making mindful choices about what goes into its ice cream and the world it comes from.
Even in miniature, the brand’s values stood out—showing how small moments on social media can tell stories of sustainability and joy.