Ben & Jerry’s: Super Bowl Neighborhood Block Party
Phoenix, AZ
Challenge
To promote Ben & Jerry’s and Colin Kaepernick's ongoing partnership flavor Change the Whirled, Trigger(House was asked to develop and manage a buzzworthy block party in a historically black neighborhood in Phoenix, AZ as alternative programming to the Big Game.
Approach
T(H organized the Neighborhood Block Party in the East Lake community, bordering the downtown area and positioned just a few miles away from where the Super Bowl was being played. The activation featured local food vendors, music, social justice advocates, two live mural paintings, and, of course, free servings of Ben & Jerry’s Change the Whirled. T(H designed the sampling truck and all event assets inspired by the artwork on the exclusive flavor’s packaging. T(H also orchestrated all the key logistics, handling the venue and vendor communication, contracting, permitting, and staffing.
Results
The neighborhood Block Party hosted hundreds of attendees while local DJ Rokkwilder kept the vibes up and graffiti artists BMike and Doug Miles painted custom 8’ x 12’ murals that were as exquisite as they were timely. Who knew the Super Bowl could be so…chill.
