Communicate the Zalando “Activist of Optimism” concept during Pride month by means of an unconventional on-field activation designed with the aim of celebrating the right (and joy) of diversity and inclusion.
Paint Milan in rainbow colors, with help from street artist Camilla Falsini. She created a piece of art for a maxi mural in Piazza XXIV Maggio and developed a GreenGraffiti campaign on the pavements along the parade’s usual route, from the Central Station to Piazza Oberdan. Both the artwall and the pavement graffiti heralded a more open and optimistic society, inviting passers-by to share their moments of happiness with the hashtag #ActivistsOfOptimism.