| Title | The Unbreakable Rainbow |
| Brief | A giant rainbow sculpture in Warsaw triggered such hate among opponents of LGTB rights that it was burned down and rebuilt seven times. Finally, Ben & Jerry's recreated it as a hologram that used only water and light, making the rainbow unbreakable.
When homophobic vandals destroyed a giant rainbow sculpture in Warsaw - not once, but seven times - Ben & Jerry's stepped in to fund a holographic version constructed only of water and light. Thus, it was impossible to destroy, and became an unbreakable symbol of love and pride.
When a giant rainbow sculpture in Warsaw was repeatedly destroyed by homophobic vandals, Ben & Jerry's stepped in to sponsor a very special new version. A hologram, made only of water and light and impossible to vandalise. |
| Agency |
180heartbeats + JvM
|
| Campaign |
Unbreakable Rainbow
|
| Advertiser |
Unilever, Love Does Not Exclude Association, Volunteers of Equality Foundation
|
| Brand |
Ben & Jerry's
|
| Posted | November 2018 |
| Business Sector | Food
|
| Story | 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.Since the story of the Rainbow still evokes strong emotions in Polish society and Poland now ranks as Europe’s second most homophobic country, Ben & Jerry’s and NGO partners decided to reinstall it. This time as a water-light hologram, making it an unbreakable symbol of love. |
| Story (original language) | 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.Since the story of the Rainbow still evokes strong emotions in Polish society and Poland now ranks as Europe’s second most homophobic country, Ben & Jerry’s and NGO partners decided to reinstall it. This time as a water-light hologram, making it an unbreakable symbol of love. |
| Media Type |
Case Study
|
| Executive Creative Director |
Mikołaj Sadowski
|
| Creative Director |
Martin Winther
|
| Art Director |
Pablo Dominguez Agregan
|
| Copywriter |
Mateusz Gaca
|
| Designer |
Marek Kaleta
|
| Account Director |
Łukasz Deoniziak
|
| Account Manager |
Patrycja Rozwadowska
|
| Account Management |
Angelika Puczyńska
|
| Managing Director |
Marcin Gaworski
|
| Managing Director |
Magdalena Kozanowska
|
| Strategy/Planning |
Jacek Karolak
|
| PR Director |
Magdalena Łukasiuk
|
| Photographer |
Michał Murawski
|
| Digital Strategist |
Adam Kręgielewski
|
| Event producer |
Łukasz Deoniziak
|
| Community Manager |
Michał Kaliściak
|
| PR manager |
Aleksandra Bażyńska
|