2012, Ben&Jerry’s Padova Pride Village: a brand arrives for the first time in Sala Alessi
WHAT
Launch of Once for All, a campaign in support of the first popular initiative law in favor of civil unions, created together with Ben & Jerry’s. Collection of the 50,000 signatures necessary for the presentation of the bill to Parliament.
WHY
An opportunity for Ben & Jerry’s to make their point of view on a crucial issue for society known through the main media. A position that gives the company an institutional primacy: it is the first time for a brand at Palazzo Marino.
HOW
With Padova Pride Village we hold a press conference at Palazzo Marino in the presence of Mayor Pisapia, Councilor Majorino and Ben & Jerry’s brand manager for Italy and Europe brand director. Personalities from entertainment, culture and information – Daria Bignardi, Oliviero Toscani, Andrèe Ruth Shammah among others – join in, giving explicit support to the campaign. Finally, we symbolically rename the Cookie Dough ice cream “de facto cup”.
Jesurum