180heartbeats/JvM organised an unprecedented public action for Ben & Jerry's (Unilever). Together with the association "Love does not exclude" and the foundation "Wolontariat Równosci", they redesigned the rainbow on Zbawiciela Square in Warsaw.
In the new version, just a few hours before the Equality Parade, the rainbow once again became a universal symbol of Warsaw - beautiful, diverse, full of unbreakable love, peace, tolerance and rights of the LGBT community. And like the real one, it was also phenomenal - in the form of a water-light hologram, the same size as the old flower installation.
The first rainbow installation created by Julita Wójcik appeared in the centre of the capital in 2012 under joyous circumstances - the Polish presidency of the Council of the EU, the opening of Euro 2012 and the Equality Parade. Although it was later set on fire seven times by nationalists and opponents of the rights of the LGBT community, and finally removed in 2015, they wanted to remind Warsaw residents of the wonderful moments and values it symbolised. The event, which featured a holographic fireproof rainbow, was covered by Polish and international media.
Ben & Jerry's also officially supported the Equality Parade in Warsaw. At their stand in Equality Town, their representatives spoke to Warsaw residents about the issue of marriage equality. Unbranded ice cream samples were also provided. In parallel, a social media campaign was conducted. With the Unbreakable Rainbow event and the Equality Parade, the brand launched a long-term campaign for the rights of LGBT people in Poland.
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