It's what's inside
The “What’s Inside” campaign highlighted Ben & Jerry’s and its partners’ social and environmental values. These miniature “pint projects” illustrated Ben & Jerry's values while bringing specific flavours to life. We wanted every diorama to have the same level of authenticity, and everything inside each tub is handmade using everything from dental tools to old train set props and watercolour paints.
Photo Art Direction / Amalgamated NYC