La campagne publicitaire « One Sweet World » de Ben & Jerry’s :
Problem
Messages of fear and hatred are on the rise. The divisive mantra peddled by politicians and the media is reaching fever pitch. It’s breeding resentment and dividing our society more than ever before. Ben & Jerry’s wanted to create a counter-narrative; one of hope, not hate; one of unity, not separation. It’s why they created One Sweet World, a campaign to encourage ice cream lovers to choose unity over division. And they asked Nice and Serious to create a manifesto animation to launch the campaign
Solution
In the wake of recent political affairs, there was a powerful and poignant story to be told. But it needed to be told in a way that only Ben & Jerry’s could do. So we created a parallel universe inhabited by flavours. The story is told through a Cherry who seeks to unite Coneville, a town dominated by the divisive Lemon Party.
We worked will an all-star team of designers and animators to create an intricate, crafty world that felt right for the story and for the Ben & Jerry’s brand.
We realised music was key to the success of the concept – it needed to help tell the story of a sour world turned sweet. So we collaborated with Adelphoi and singer / songwriter Ben Cocks to write an original track with a delicate vocal with uplifting build towards the end.
We feel that the story speaks to a growing group of people who are disenfranchised from politics and want a new, inclusive narrative for society.
Credits:
Advertising Agency: Nice and Serious
Creative Director: Tom Tapper
Creative: Christopher Ross-Kellman
Animation Director: Luke Marsh
Producers: Mutsa Marau, Segolene Meheust
Copywriters: Tom Tapper, Gleb Toropov, Christopher Ross-Kellman
2D Design / Concept Art: Luke Marsh
3D Design / Modeling: Guillaume Le Roux
Character Modeling / Animation: Kilogramme
Texture / Render: Thom Haig, Chris Shaw
Storyboard: Marylou Faure
Composer: Ben Cocks
Producer: Max De Lucia / Adelphoi Music
