The idea was to develop an activity that would attract attention and create unforgettable moments for the public - all in the context of breast cancer awareness. From October 18 to 21, the National Museum in Zurich shone all in pink, with the centerpiece of the activation being the eye-catching pink roller skating rink in the shape of a bow, the symbol in the fight against breast cancer, in the museum courtyard.
For three days, visitors were able to roller-skate for a good cause on the Pink Ribbon track, relax with a drink or visit the various information booths regarding information on breast cancer prevention. Each roller skate rental went directly as a donation to the Breast Cancer Research Foundation.
The highlight of the activation was the Breast Cancer Campaign VIP Event on Thursday evening. Numerous Swiss celebrities showed up, some dressed entirely in pink, to take a spin on the Pink Ribbon on glittering roller skates. The Spitz restaurant served the flying dinner on rollers in the completely cleared out restaurant. Alexandra Maurer led through the evening.
The aim of the action was both to collect donations and to raise awareness for breast cancer. Judging by the many positive reactions, "Roll in Pink" - despite the rainy weather - was a complete success.
Responsible at Estée Lauder: Corinne Delli Gatti (Head of Earned Owned Media & Corporate Communications), Laura Zanni (Earned and Owned Media Manager Estée Lauder | Aerin | Origins), Gabriela Martinovic (Earned & Owned Media Executive). Responsible at Jeff Zurich: David Barral (Project Lead), Loredana Briner (Concept), Kia Lehmann (Concept), Nicolas Jakob (Creation), Tobias Harbeke (Creation), Janina Hermann (Digital). Other responsible parties: Venon projects, Hektor, Thekitchen.agency.