Ben & Jerry's OOH Campaign Highlights Social Justice through Art
In a powerful blend of activism, art, and creativity, Ben & Jerry’s and Ava DuVernay have teamed up once again, this time with a mission to highlight the importance of free expression and the fight against book censorship. The campaign, which features the ice cream maker’s Lights! Caramel! Action! flavor, isn’t just about indulging in a sweet treat—it’s a call to action for the public to engage with the ongoing battle to preserve our freedom to read and explore diverse ideas.
Ben & Jerry’s, the iconic Vermont-based ice cream brand, has long been a champion of social causes, including climate justice, racial equality, and more. Similarly, Ava DuVernay—award-winning filmmaker, writer, and producer—has used her platform to tackle topics of racial justice, human rights, and social equity. Together, they are using this campaign to raise awareness about a growing issue: the rise of banned books in schools and libraries across the U.S.
Promoting "Origin" through Nikkolas Smith’s Powerful Art
As part of the campaign, the duo has enlisted the talented Nikkolas Smith, a renowned artist known for his striking, socially conscious works. Smith’s art captures the essence of DuVernay’s latest film, Origin, and places it in the context of the larger conversation around censorship and social justice. The artwork is being showcased through an outdoor advertising (OOH) campaign, making a bold statement in the heart of urban centers.
Origin is a thought-provoking film that explores themes of history, identity, and the power of storytelling. As the movie touches on subjects of racial injustice, cultural heritage, and the struggles faced by marginalized communities, the OOH campaign serves as a poignant reminder that censorship often targets books that speak to these very issues. By showcasing Smith’s art on billboards, bus stops, and public spaces, the campaign helps ignite conversation and action around the importance of protecting free speech and access to literature.
The Ongoing Fight for Social Justice and Creative Expression
Ben & Jerry’s and Ava DuVernay’s collaboration underscores the power of art and activism to spark change. Both have long been outspoken advocates for social justice, and this initiative is a continuation of their shared mission to promote equity and inclusion. With the rise of book bans and censorship attempts in various parts of the country, the campaign offers a timely reminder of how crucial it is to protect our right to read and engage with diverse perspectives.
In addition to highlighting the film, Origin, the campaign calls attention to the broader issue of censorship—particularly the banning of books that deal with race, identity, and social justice. In recent years, the number of books banned in schools and libraries has increased, with many of these works challenging the status quo and encouraging critical thinking about important social issues. By connecting the message of DuVernay’s film to this ongoing issue, the OOH campaign aims to provoke thought and inspire action to safeguard the freedom of expression.
From Ice Cream to Film: A Deliciously Impactful Partnership
This campaign is not just a marketing initiative—it’s a movement. Ben & Jerry’s and DuVernay are showing how brands and filmmakers can use their platforms for social good, using their influence to bring about positive change. The Lights! Caramel! Action! ice cream flavor, which is at the center of the collaboration, is itself a celebration of creative expression. This flavor, a nod to DuVernay’s work in film, offers more than just a sweet treat; it is a symbol of the ways in which art and social activism can intersect.
The campaign not only promotes DuVernay’s film but also ties back to the broader cultural conversation about the importance of creative freedom. Through art, film, and even ice cream, Ben & Jerry’s and DuVernay are amplifying the message that storytelling is a powerful tool for change—and that the freedom to tell stories should never be stifled.
A Campaign That’s More Than Just Ice Cream
As the Origin film is now showing in New York and Los Angeles, with plans for a wide release in January, the partnership between Ben & Jerry’s and Ava DuVernay continues to evolve. The OOH campaign, which features Smith’s art on billboards and other public spaces, brings the message of the film into the streets, allowing it to reach a broader audience. It’s an invitation to think critically about the ways in which books, films, and art contribute to the ongoing conversation about social justice.
Ultimately, this collaboration highlights how activism can take many forms. Whether through the release of a thought-provoking film, the promotion of a new ice cream flavor, or the striking visuals of outdoor advertising, Ben & Jerry’s and Ava DuVernay are showing us that the fight for free expression, access to literature, and social justice can be as delicious as it is impactful.
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