Project ObjectiveEncourage young people to embrace new experiences by stepping outside their comfort zones for a chance to win an exclusive new Ben & Jerry’s flavour.
1/4Challenge
ClientBen & Jerry’s
A self initiated University Project Campaign Category Campaign, Packaging, Social Media Challenge
Many 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.
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The campaign invites young people to go beyond what’s familiar-whether that’s starting a new hobby, having a spontaneous moment, or simply saying yes to something different.
At Ben & Jerry’s, they believe that growth and joy come from new experiences.
Primary Logo
New Flavour
2/4Art Direction
Campaign DevelopmentAs 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.
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To elevate the campaign further, I reimagined Ben & Jerry’s iconic cow mascot, giving each one a unique personality that represented different ways of stepping outside your comfort zone.
This became an engaging visual extension of the concept and an interactive touchpoint for the audience-allowing them to design and share their own personalised cow-emoji as part of the experience.
Mascot Illustrations
Pattern
3/4Brand Campaign
How did the campaign work?Titled “I Scream, You Scream, What Will You Do for Ice Cream?”, the campaign plays on the well-known phrase to reflect Ben & Jerry’s playful tone. Aimed at Gen Z, the concept centred around encouraging people to step outside their comfort zones and share that moment online. The goal was to spark a social movement that felt fun, relatable, and trend-worthy.
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Participants were invited to create a Ben & Jerry’s account and upload a short video of themselves doing something outside their usual routine.
This action entered them into a prize draw, where they received an email with a digital wheel to spin and reveal their prize. One of the most exciting rewards was the exclusive Cow-A-Bunga Crunch flavour—only available through this campaign, making it a unique treat for Ben & Jerry’s fans and reinforcing the sense of community and excitement.
4/4Brand Applications
How is the brand expressed?One of the most exciting parts of the campaign was designing the new packaging for the exclusive Cow-A-Bunga flavour and experimenting with playful product photography.
The posters were designed to feel fun and light-hearted while showcasing scenarios that reflect stepping outside your comfort zone-all within Ben & Jerry’s visual world. For example, one design shows the cow mascot at a life drawing class, bringing humour and relatability to the idea.
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The rest of the campaign assets were digital. The website was carefully written to reflect Ben & Jerry’s tone of voice-cheeky, bold, and inclusive-while keeping the copy informative and accessible.
Social media played a big role in engaging the audience with interactive features like “this or that” polls and challenges that encouraged user participation.
With Ben & Jerry’s being a global brand, I also wanted to highlight how the campaign could resonate internationally. I invited friends from countries like Germany, Spain, Portugal, and Iran to speak in their native languages about how they stepped outside their comfort zones. This demonstrated the campaign’s potential global reach and how its message could connect with diverse audiences.
Digital Assets
Animations