The creative challenge was to help the ice-cream producer Ben & Jerry's act as a catalyst to create lasting, city-wide behaviour change on one of the following areas: health and wellbeing, reducing environmental impact or enhancing livelihoods.

 

Starting from the idea that ultimately we're social animals whose behaviour is influenced not just by the physical environment, but by the social environment too, the aim of the competition was to find a sustainable solution involving mass participation, that is to change the behaviour of people en masse. In order to create an enduring change and move people in the right direction, the values and personality of Ben & Jerry's should have been included in a solution in which people, just taking small actions (for instance in the fields of transport, housing, eating, working, community, etc.), could make sustainable living commonplace and build a better world together.

 

 

 

 

Our proposal was to change people's habits, focusing on the way they eat Ben & Jerry's product. After a deep study on the gestures that feature the consumption of the ice-cream, we decided to work on the main "tool" involved in this activity: the spoon.

 

We created three special spoons, all designed to help people share the ice-cream with those they love:

 

- the family one, a "5 in 1" spoon that can be opened and used by the whole family at the same time;
- the friendship one, a long single spoon that can be transformed into two small ones just by breaking the midst;
- the love one, a double-sided spoon thought for all romantic lovers.

Thanks to these user-friendly spoons, everyone can express his love for the family, a friend or someone special, just with a smart subtle gesture. Moreover, this moment of relaxation and taste acquires a new value and meaning, and the spoon becomes a mean of communication and sharing, which can give a strong physical and mental pleasure.