Encourage young people to embrace new experiences by stepping outside their comfort zones for a chance to win a new Ben & Jerry’s flavour.
Project ObjectiveBen & Jerry’s
ClientCategory Campaign, Packaging, Social Media Challenge
A self initiated University Project Campaign 1/4Many young people find it difficult to step outside their comfort zones due to fear of judgment, failure, or lack of self-confidence. To help overcome this, Ben & Jerry’s is launching the “I Scream, You Scream, What Will You Do For Ice Cream?” campaign-encouraging young people to try something new, embrace the unfamiliar, and be in with a chance to win their exclusive new flavour: Cow-A-Bunga Crunch.
Challenge
Primary Logo
New Flavour
2/4As a brand-led campaign for Ben & Jerry’s, it was important to stay true to their brand identity. I worked within their brand guidelines using their colour palette, official typography, and followed their established product photography style to ensure consistency-especially when showcasing the new Cow-A-Bunga Crunch flavour.
The phrase “Cow-a-Bunga” captured the campaign’s joyful, energetic tone and became a key part of the visual language.
Campaign DevelopmentArt Direction
Mascot Illustrations
Pattern
3/4Brand Campaign
Titled “I Scream, You Scream, What Will You Do for Ice Cream?”, the campaign played on the familiar phrase to reflect Ben & Jerry’s playful tone while targeting Gen Z. It encouraged audiences to step outside their comfort zones, share the moment online, and join a fun, trend-led social movement.
Participants created an account and uploaded a short video to enter a prize draw, spinning a digital wheel to reveal rewards including the exclusive Cow-A-Bunga Crunch flavour, available only through the campaign.
How did the campaign work?
4/4Brand Applications
A key highlight was designing the packaging for the exclusive Cow-A-Bunga flavour and art directing playful product photography. Posters brought the concept to life through light-hearted, relatable scenarios such as the cow mascot at a life drawing class.
The remaining assets were digital, including a website written in the brand’s cheeky, bold, and inclusive tone. The social content were designed to drive participation.
To reflect the brand’s global reach, I also showcased the campaign’s international potential by featuring friends from Germany, Spain, Portugal, and Iran, demonstrating how the message could resonate across cultures.
How is the brand expressed?
Digital Assets
AnimationsResearch and process work
