Surprise motherchunker! Ben & Jerry’s champions Aussie activists, via Clemenger BBDO, FORWARD and Mindshare
Ice cream brand Ben & Jerry’s wants Aussies to unleash their inner activist in a new campaign from Clemenger BBDO, FORWARD and Mindshare.
The ‘Make Some Motherchunkin’ Change’ campaign focuses on modern-day activists and creatives: Surfrider Foundation Australia’s chief executive officer (CEO), Stephanie Curley; Our Islands Our Home artist, Dylan Mooney; HalfCut’s CEO and co-founder, Jimmy Stanton-Cooke; and marine scientist Annie Ford.
Officially launching in the United States earlier in 2024 as a DCX Growth Accelerator-conceptualised, international platform shining a light on artists and activists from across the globe, the Australian version of the platform looks at how local activists are empowering their communities and fighting for a better world.
Overall, Ben & Jerry’s is spotlighting how “impactful change can come in various ‘flavours'”.
“At Ben & Jerry’s, we believe that if you have a heart, you can be an activist. As a brand, we are inspired by individuals who are able to tap into their creativity, talents and community to make a difference in the world,” explained Ben & Jerry’s AU country business lead, Sean Farrell.
The platform leverages short and long-form video formats, outdoor billboards and TVC, and will be viewable on “various media and social media platforms”.
While Clemenger helped bring the creative to life, FORWARD – the PR partner for Ben & Jerry’s – will be overseeing the earned media side of the campaign. FORWARD is expected to use research from its partner, Lonergan Research, to bolster the platform’s messaging nationwide, while unpacking peoples’ ethos surrounding activism.
When commenting on Clemenger’s involvement, executive creative director, Ant Phillips, said: “Whether it’s shaving half your beard to save the rainforest or riding your bike from Tasmania to Queensland, activism can take many forms.
“With Ben & Jerry’s ‘Make Some Motherchunkin’ Change’, we unearthed some of Australia’s most creative activists, showing how anyone with some heart can positively impact our world.
“Hopefully, this movement further drives the spirit of activism among Australians, reframing it as something that can be theirs, in whatever shape they want.”
FORWARD’s managing director and founder, Fergus Kibble, added: “The ‘Make Some Motherchunkin’ Change!’ has purpose swirled through it – and was inspiring to work on.”
“We uncovered powerful insights into how Australians view activism today — with 95% of Aussies driving real change through everyday actions — and how ‘activism’ is evolving.
“The campaign is about breaking down the barriers to activism, making it more inclusive and accessible, and showing Aussies that even the smallest action can lead to big change.”
Meanwhile, Mindshare work will consist of a socially conscious media campaign designed to spread the ice cream brand’s “social mission” across outdoor media, screens and social. The organisation has officially teamed up with Revolution360 to deliver murals in QLD’s Main Beach and NSW’s Bondi.
The murals use paint that absorbs CO2, and sit beside posters showcasing Ben & Jerry’s activist partners with QR codes audiences can use to uncover more information. Mindshare’s campaign also consists of TikTok and Meta creative materials.
Campaign credits
BEN & JERRY’S
Sean Farrell – Country Manager ANZ
Mia Bacarro – Integrated Marketing Manager, ANZ & Asia
Natalie Wubben – Brand Manager
Yagmur Ilkyaz – Digital Marketing Assistant
FORWARD
Fergus Kibble – Founder & Managing Director
Renee Black – Group Account Director
Caoimhe Daly – Senior Account Manager
Isabella Worsley – Senior Account Executive
MINDSHARE
Elizabeth Gulliver – Connections Planning Director
Oliver Poiner – Marketplace Manager
Matilda Thorpe – Marketplace Executive
Navzeeth Bijayananda – Performance Associate Director
Sujith Nair – Performance Executive
CLEMENGER BBDO
Chief Creative Officer – Adrián Flores
Executive Creative Director – Ant Phillips
Creative Director – Derek Anderson
Senior Creative – Zoe Perrin
Art Director – Nathan Va
Copywriter – Ben Hall
Copywriter – Lachlan Collie
Designer & Content Creator – Christopher Newlands
Strategy Partner – Maya Mausli
Managing Partner – Georgie Winton
Senior Account Director – Melanie Spence
Business Manager – Genevieve Bowes
Senior Editor – Jennifer Cahir
MADE:THIS
Head of Film – Ainslee Littlemore
Producer – Callum Smith
Production Manager – Lachlan Beattie
Director – Thomas Pollard
DCX
Agency – DCX Growth Accelerator
Concept – Doug Cameron, Tommy Noonan
CCO – Doug Cameron
ECD – Tommy Noonan
Design Director – Alistair Chew
Copywriter – Derek Sherman
Group Account Director – Joslyn Summerset
EP – Nic Barnes
Producer / Activist Outreach Director – Izzy Casey
Strategy Director – Sam Levison
Cultural Research – Darryl Phillips, Matt Evans, Tracey Solomon
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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No one buys this ice cream because of the causes they support. They buy it because it has delicious chunky bits of stuff in it. Activists aren’t the right audience for overpriced punnets of trans fat ice cream.
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