Scoop it to stop it

Agency Network: 
Published/Aired: 
July 2021
Pepita's: Scoop it to stop it
Pepita's: Scoop it to stop it
Pepita's: Scoop it to stop it
Pepita's Integrated Ad - Scoop it to stop it
Pepita's Integrated Ad - Scoop it to stop it
Pepita's Integrated Ad - Scoop it to stop it

Description

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.

Integrated advertisement created by All Good Collective, Australia for Pepita's, within the category: Food.

Advertising Agency: All Good Collective, Sydney, Australia
Creative Founder: Max Guena
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