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New Blood Entry — Color Up NYC!

Award: In Book

Unilever - Solve megacity problems / 2014

The Color Up NYC! campaign by Ben&Jerry’s created in order to reduce environmental impact in New York caused by cars. To raise awareness of the problem Ben&Jerry’s turns Google Street-view into black and white which symbolizes the dramatic effect of the harmful smog, which literally desaturates the city. As a solution Ben&Jerry’s installs the Roller Cowster city bike share system in New York to encourage people to ride the bike instead of taking a cab. The campaign uses different media platforms such as online, packaging design, product service and outdoor advertising.

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