Ice cream brand Ben & Jerry’s has teamed up with experiential agency N20 to launch a bicycle-powered film festival in London this summer.
The three-day Big Ice Screening will kick off on 31 July and see a total of eight films screened on Clapham Common, in South West London. Entertainment at the festival will be powered by environmentally friendly hybrid power technology, including special bikes connected to a generator to power the big screen.
Classic films being shown at the summer festival include Ghostbusters, Dirty Dancing, Little Miss Sunshine and Anchorman. With each film, revellers will be offered free scoops of Fairtrade Ben & Jerry’s ice cream; between screenings and pedalling, fans will be given the opportunity to learn more about the company’s Save Our Swirled campaign for climate justice, which is calling on leaders of developed nations to tackle climate change at the United Nations summit in Paris this November.
Ben & Jerry’s brand manager Alessandra Salvo said: “Ben & Jerry’s and films go together like cookie pieces and ice cream, and we can’t wait to bring fun, ice cream, films and hybrid bikes to Clapham Common for our Big Ice Screening film festival. Whether you are a film buff, an ice cream lover, a cycling fanatic or a fan of ‘giant jenga’, there is something for you.
“We are, and always have been, a values-led business and the Big Ice Screening is a great opportunity for us to combine free scoops and films with a serious message around climate change.”
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