Watch: Ben & Jerry's animated campaign uses fruit to challenge social division

Ben & Jerry's UK has teamed up with singer-songwriter Ben Cocks, music management firm Adelphoi Music and creative agency Nice & Serious on a campaign to challenge social division amid a charged political atmosphere with an animated music video.

The One Sweet World campaign, which features a track composed by Cocks, reinforces the message that an inclusive and welcoming society starts with a belief that we all deserve respect, regardless of background.

Max De Lucia, music producer and head of brands at Adelphoi Music, said: "This was a great opportunity to create something very special that immerses the audience in reflection and captures the cultural relevance of this important and timely issue."

The politically themed animation depicts a parallel universe inhabited by fruits, in which a Cherry attempts to unite Coneville, a town dominated by the lemons and the Lemon Party.

"We feel that the story speaks to a growing group of people who are disenfranchised from politics and want a new, inclusive narrative for society," said a statement from Nice & Serious.

The animation launched on social media and YouTube earlier this month, with a reach of "tens of millions" across Europe, the agency added.

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