Ever since the early days of making ice cream in an old renovated gas station, Ben & Jerry’s has been a company focused on more than sales and profits. With 2015 shaping up to be a historic year for LGBT equality, and marriage equality specifically, Ben & Jerry's wanted to get involved in a big way. “Love is love,” they said. “How can we bring that message to our fans and get them to take action?"
We answered that question with a multimedia marriage equality campaign designed to spread the love far and wide.
Producing two short films, we shared the story of everyday LGBT couples and how they fight the hurdles society has created to share their lives with the ones they love. Exploring the difference between tolerance and acceptance, we shared Ben & Jerry's long time commitment to their employees and the LGBT community while positioning the company as an advocate for change.
The height of the campaign hit when Ben & Jerry's honorarily changed the name of their all-time best-selling flavor, Chocolate Chip Cookie Dough, to I Dough, I Dough. Proceeds from pint sales went to the Human Rights Campaign—a nonprofit responsible for spearheading the movement for federal legislation on marriage equality. The renaming was announced to celebrate the SCOTUS ruling in favor of the right of all people to marry.