Ben&Jerry's — Shingo Ohno

Ben&Jerry’s

Ben&Jerry’s is an interesting ice cream brand. They are not just selling ice creams, doing a lots of social actions for fair trade, dyversity, climate change, etc.

We did a big launching event on early spring at the Roppongi Mid-Town with a big tree made with bunch of Cherry Garcia cups and spoons. Because the seasons is for Hanami (flower viewing) and people can enjoy the flower with ice creams. Of course it’s good for their instagram too.

We were doing everything for this brand. Include naming for the new product, new packages, ad for the new products, designing the ice cream car, web site, running their social channel, many campaign related social activities too.

Ben&Jerry’s Denki

In Japan, we had to contract with the big electricity company even if you don’t like a thermal power or nuclear power. But the law had changed, now you can contract independent renewable energy company. That’s a big shift and we decided to tell that thing with unique way.

Usually, people don’t care how the electricity made. Because function wise it’s the same. Probably they care the cost more. But people care about where the food or ingredients come from. I just thought how about to use the metaphor for the electricity.

We visited 4 renewable energy company around Japan and brought a battery and charged it directly as picking some organic ingredients. After we brought back to Tokyo, we put the battery at the Ben&Jerry’s store and people could charge their smartphone but also they learned about the renewable energy thing.

CUP21

We made placards for march for COP21. This is an action for the global warming. In Japan, not many people join to a march. But we want to change their perception and made placards for the march of the COP21.

We use NetPrint that is a printing system you can print at a convenience store. Because this was the new movement for people who join to marchs and that’s helpful for the people who don’t have a printer too.

We also showed some facts about climate. CO2, air/water temperature, carbon and conflagration are all increased. And the message is “We induce the climate change, and people who can solve that is also just us“. “ Your LIKE does not change anything, do something for avoid regretting“.