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    Monday
    Sep262011

    Ben & Jerry's Fairtrade Fairground Viral

    Fairtrade is an important subject, but it doesn’t have to be dry. Especially when the brand in question is Ben & Jerry’s.

    Unilever and MOFILM ran a competition, in association with the 2010 London Film Festival, to find a short film about Fairtrade for Ben & Jerry’s European websites and social networks. They wanted to raise awareness of the brand’s commitment to Fairtrade ingredients, especially with younger audiences, in a clear, accessible way. As well as communicating all the right qualities of chatty charm and authentic ethical values.

    We responded with The Fairtrade Fairground, a device that told the story in a colourful, engaging way. We also gave Ben & Jerry’s visual style new depth by adding a layer of photographic texture and detail.

    The film won second place at the festival, only just missing out on the top spot. Unilever told us they loved our comical storytelling and strong art direction.


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