Program Objective: Launch an experiential political stunt in protest to the Pentagon’s budget management.
Experiential Efforts: P.R Stunt, Grassroots, Cause Marketing
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Solution: Ben Cohen, co-founder of Ben & Jerry’s ice cream, tasked Turtle Transit to design and build a mobile marketing vehicle for a political stunt to protest the Pentagon’s budget surplus. New Yorkers were treated to a parade of Rolling Piggies, with a 12-ft rolling piggy bank representing the Pentagon budget that towed two small piggy banks – proportionately representing the US budget for education and world hunger. The piggy fleet represented Ben Cohen and his organization True Majority, and garnered an enormous amount of media and press.
