180heartbeats/JvM organized an unprecedented ambient event for Ben & Jerry’s (Unilever). Together with the Love Does Not Exclude Association and Wolontariat Równości Foundation, they recreated the rainbow at the Zbawiciela Square in Warsaw.
In the new version, just a few hours before the Equality Parade, the rainbow again became a universal symbol of Warsaw – beautiful, diverse, full of indestructible love, peace, tolerance and rights of LGBT community. And as the real one it was also phenomenal – in the form of a water-light hologram, the same size as the old floral installation.
The first rainbow installation created by Julita Wójcik appeared in the center of the capital in 2012 in joyful circumstances – the Polish presidency in the EU, the opening of Euro 2012, the Equality Parade. Although it was later set on fire seven times by nationalists and opponents of the rights of LGBT community, and consequently removed in 2015, they wanted to remind Varsovians of the wonderful moments and values that it symbolized. The event with a holographic, fireproof rainbow was reported by Polish and world media.
Ben & Jerry’s officially supported the Equality Parade in Warsaw as well. On their booth in the Equality Town, its representatives talked about the issue of marital equality with the inhabitants of Warsaw. There were also non-branded ice cream samples given out. At the same time, a campaign on social media was conducted. With the Unbreakable Rainbow event and Equality Parade, the brand has launched a long-term campaign for the rights of LGBT people in Poland.