Ben & Jerry’s

World Peace Campaign

Our newest creation, Peace Planet Crisp is a divine swirl of Honeyed Goat

Cheese, Pistachio, and Orange Blossom with bits of extra-crispy, buttery,

layered pastry woven throughout. Let’s Churn the World into a Better Place.

We approached this brief in the vein of the company’s earlier Climate Change

campaign, “If it’s melted, it’s ruined.”, and kept the message brief and simple:

Let’s Churn the World into a Better Place. The brief included a description of the

product as well as the tagline. We demonstrated an ability to use the brand’s

tone of voice, which is compassionate, straightforward and clever, to expand

into other areas the company is concerned with. The project included research

into the company’s own archive of advertisement as well as other companies

that showed an interest in global concerns.

Role: Writer, Editor, Creative Director

Subject Line: Be the Warmth

Header Copy: Giving Back!

Patagonia has teamed up with sustainable designers to reproduce in-demand

styles and create new ones from older garments.

First, the coveted Snap-Up Synchilla Pullover Fleece Jacket in:

- turquoise with pink trim

- purple with red trim

- or fuchsia with navy trim

Exclusive, small batch run.

Next, we’re taking our Worn Wear concept a step further. Our team is breathing

new life into old garments, reinventing with never before seen designs. Your

used gear will now be sorted for resale or repurposing. Another step in the

initiative to combat waste and clothe the homeless.

Giving back is a chance for new life, new beginnings, sharing, caring, and

equality.

Portions of our proceeds support local food banks and for every Synchilla

Pullover Fleece Jacket sold we are donating 33 coats to shelters in that area.

The company asked that we write an email drawing attention to their fundraiser

aspects with new and retro products. We kept the information at the forefront of

the email and playful language to a minimum. (Not actually pictured) The email

included an animated GIF of the jackets with the words Synchilla Pullover Fleece

in blocks on top of each other, another picture displays the sentence, “Giving

back, is a chance for new life, new beginnings, sharing, caring, and equality.”, in

stacks of unequal wording, as per the company’s previous email campaigns,

over a close up of garments being stitched together, as well as including links to

interviews with filmmakers, activists, mountaineers and writers.

Role: Writer, Editor, Creative Director