Ben & Jerry’s: Razz Up Stunt
Washington, D.C.
Challenge
Ben & Jerry’s set out to spread joy, celebrate People Power, and Razz Up Together around the issues that matter most. Phase 1 called for a loud, joyful, people-powered IRL moment that made collective action impossible to miss—while building buzz for Razz Up, a new limited-batch flavor launching ahead of the U.S. midterm elections.
Approach
With just weeks to make it happen, Trigger(House took to the streets of Washington, D.C. We designed and built oversized custom foam letters for a guerrilla-style protest activation, bringing Ben & Jerry’s unmistakable mix of fun, weird, and purpose to four prominent political landmarks across the city.
Results
The activation brought Razz Up to life across all four planned D.C. locations, drawing attention and positive reactions from people along the way. The impact quickly carried over to social, where Ben & Jerry’s surprise post generated more than 20K likes in its first hour.
