It's a sunny day, you're walking along the beach, you stop for an ice cream. Will it be a zingy green lemon & lime? Or a bright scarlet scoop of raspberry? Neither. Today your ice cream will be black.
Colour and flavour are usually inseparable when you choose an ice cream. We wanted to grab people's attention by disrupting that. A black ice cream is a visual shock intended to get people talking about something that's putting our coastline and lifestyle at risk. Pepita’s selected the ingredients and crafted the taste to make it fresh and delicious, but the black colour really takes people aback.
The range of black ice creams was created by Pepita to support Surfrider Foundation's campaign against PEP11; a permit to drill offshore for oil and gas, just 50km off Sydney coast. The 7 flavours will be released over August, September and October 2021 to draw attention to the environmental threat and encourage people to sign the online petition to STOP PEP11.
This professional campaign titled 'Scoop it to stop it' was published in Australia in July, 2021. It was created for the brand: Pepita's, by ad agency: All Good Collective. This Integrated medium campaign is related to the Food industry and contains 3 media assets. It was submitted 9 months ago by Founder: Max Guena of All Good Collective.
Advertising Agency: All Good Collective, Sydney, Australia
Creative Founder: Max Guena