Ben & Jerry’s does a whole lot of good in the world. But for years, they didn’t quite know how to talk about it. Our challenge was to come up with a unifying idea for all their social and environmental activism. And do so in a way that felt true to the brand.

We started by asking some questions. Why did these hippies set out to make the “best possible ice cream in the nicest possible way”? Why did they decide to source their ingredients from factories staffed by ex-felons? Why did Ben & Jerry’s, a company based in one of the whitest states in America, choose to stand with Black Lives Matter?

The answer, in every case, was pretty simple: because they believed they could. Whether it’s coming up with the next great flavor of ice cream, or fighting for a more just world, Ben & Jerry’s fundamentally believes that if you can imagine the world you want to see, you can be the one to change it.

And with that, we launched the brand’s first global campaign in more than a decade. Ben & Jerry’s: Just Imagine.