Write a short summary of what happens in the ambient or digital execution or campaign.
In social media we informed about being a Partner of the Equality Parade, and in the week preceding the projection we teased the rainbow event, not revealing its form.
The day before the screening, we organized a press breakfast for selected journalists to present the brand's cooperation with NGOs and present the design of the installation.
On the day of the event, we published a public invitation in social media, reported live streaming and encouraged participants to share their photos.
We have restored the rainbow in the original place and the original size. This time in an unbreakable version - as a water-light hologram. Ben&Jerry’s decided not to brand the rainbow. Throughout the evening, participants were treated to Ben&Jerry's ice cream though, but the cups had the logos of all the organizers of the event: Love Does Not Exclude Association, Parada Równosci (Equality Parade) Foundation and Ben&Jerry's
Cultural/Context information for the jury
In 2012 a giant rainbow sculpture appeared in Saviour Square in Warsaw. It triggered hate among opponents of LGBT rights despite its joyful purpose. Set on fire and rebuilt seven times it raised nationwide controversies until it was removed permanently in 2015, only to become a tragic reminder of Poland’s homophobic issues. Ben & Jerry’s and NGO partners decided to reinstall it. This time as a water-light hologram, making it an unbreakable symbol of love.
Poland is the 2nd most homophobic country in the EU. The goal of the event organized the day before the Equality Parade in Warsaw was to support the LGBT community and to increase interest in the subject of marital equality. Ben&Jerry's and NGOs strive to ensure an equal right to marry for everyone until 2025. We encouraged participants to share their support together with the photos taken under the unbreakable rainbow.