Ben and Jerry’s “everything but the kitchen sink” approach to ice cream ingredients was stealing serious market share away from Häagen-Dazs and their story of purity and simplicity. We needed to press the reset button on what ice cream lovers define as a true ice cream flavour experience.

We created a campaign that showed how much better life can be when you reduce things to their purest essence.

Partnerships with pitchforkmedia and fandango helped spread our message even further. During the campaign period, 20% of all shared reviews on Fandango were 5 words long.The public’s response was immediate. Within hours of our launch, enough people engaged with both the time capsule and our questions that it actually caused the site to crash.