For Ben&Jerry's we organised an unprecedented event of restoring the rainbow installation that aroused numerous controversies of right-wing and nationalist circles. The original one was set on fire and rebuilt 7 times. This time we made it unbreakable - as a water-light hologram on the square in the centre of Warsaw to show brand's support for the LGBT community.

The number of publications about the rainbow has exceeded 65,600 and the majority are positive. The total reach of the publication is 47.5 million, and the number and the number of love reactions in social media - 355k.

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. The rainbow event’s tagline was Love is love - every love is equal and just as important. Similarly, the rainbow is simply a rainbow, not a tool of provocation or propaganda. We wanted the restored rainbow to be indestructible this time. In reference to previous arsons, we decided to use water to make it fireproof.

We aimed our event for LGBT supporters as well as Warsaw residents who miss the old rainbow installation. Moreover, we wanted to raise awareness for equal marital rights for everyone. We invited influencers, politicians and artists sympathetic to the LGBT community to participate and share. Despite a large number of people involved, the event had been kept secret until almost the last moment - we wanted to avoid the repercussions of national environments.

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

The return of the rainbow was reported not only by local media, but also by international ones, among others: The Washington Post, The Telegraph, China Post, The Guardian, Campaign, Attitude, Indy100.com, Metro UK, Fox News, MS NBC. British actor and comedian James Corden and German deputy to European Parliament Terry Reintke also mentioned it in their social media. The number of publications in the media and social networks has exceeded 65,600 (most of them are posts by individual users in social media) and the majority are positive. The discussion about equal martial rights flared up, Wysokie Obcasy, a weekly influential magazine broadcasted an issue with NGOs’ and brand’s representatives on its rainbow cover.

The total reach of publications is 47.5 million, and the number of audience's LOVE reactions in social media - 355k. According to studies conducted in April 2018 and February 2019, the percentage of Polish citizens supporting civil partnership rights for LGBT couples raised from 31,5% to 56%, and supporting same-sex marriages from 28% to 41%. It can be presumed that the buzz generated by our activation helped in raising awareness of LGBT couples’ struggles.

So just for the event's budget, we have achieved a multimedia campaign that builds brand awareness.