Ben & Jerry’s found a way to show personal support for the discriminated gay community in Russia. 

AD: Daria Rustambekova, Anne-Grit Maier
CW: Francesca Van Haverbeke
Tutor: Tobias Burger
Awards:
2014 D&AD White Pencil
2014 Young Guns Bronze Bullet

STORY: In 2013 the Russian government introduced a series of laws that prohibited "gay propaganda". These laws effectively prohibited any mention of the LGBT community in a positive or even neutral light.

Ben & Jerry's has found a way to show support to the Russian LGBT community by replacing the names on their ice-cream buckets with those of LGBT couples. Those products were sold in average supermarkets, thus showing support for those discrimanated against in a guerilla but very much legal way.

Selected Works

Ben & Jerry'sGuerilla

Own Business DayProject type

WTF?!Activation

Soothing VoiceProject type

The New NeighborProject type