Client
Ben & Jerry’s
My Role
- Concept
- Art Direction
Media
- Out-of-Home
Other People
Martin Winther. cd
- Mateusz Gaca. cw
Agency
- 180heartbeats+JvM
Date
- June 2018
Idea: a rainbow made of light and water.
The first day of Warsaw Pride Week, on the very same place were the original rainbow was placed, we unveiled a rainbow made of light and water. Yes, you guessed right: it couldn’t be burnt.
The path to the rainbow.
The first step was selling the concept. We kept the presentation as simple as it could get: one board only. Happily, the client bought it on the spot.
Once the idea was bought, we got down to business. We prepared a set of 4 possible shapes and 4 possible colour swatches for the rainbow.
In order to test the shapes and colour swatches we had prepared, we went to a fire station 40 kms from Warsaw. Yes, a fire station. How ironic.
Finally, the day before the event, we tested it on
the final location. No colour yet. We didn't want
to spoil the surprise.
Results
The Unbreakable Rainbow made a lot of people happy. Thousands of people shared pictures with the rainbow on SoMe, generating more than 350k love reactions.
It created headlines in news outlets all around the globe, almost reaching a whopping 50 million people.
And helped us win more than 40 awards in local
and international competitions.
