Ben & Jerry’s and Ava DuVernay are using their Lights! Caramel! Action! ice cream collaboration as a call to action—in more ways than one.

The famed Vermont-based ice cream maker and the award-winning filmmaker, writer and producer—both as well known for their social justice activism as they are for their respective crowd-pleasing crafts—have teamed up once again to promote DuVernay’s latest film, Origin. The film is currently showing in New York and Los Angeles, and set for wide release on Jan. 19.

To spread the word about the film especially among diverse and young adult audiences, the brand and director tapped children’s book author, illustrator and self-proclaimed “artivist” Nikkolas Smith to create two adjoining murals in Los Angeles depicting scenes from the film.

One of the murals, which prominently features the Ben & Jerry’s flavor created by DuVernay, includes messaging directing viewers to Seat16, an initiative created through DuVernay’s nonprofit Array Alliance to sponsor 10,000 young people to experience the film and encourage them to engage with banned books.