Venus is the inspiration for this campaign that has a spot and a fundraiser for the investigation of this pathology. Find out about the details.
Bayarri is an artisan ice cream parlor located in Valencia, Spain, which has decided to launch “La Venuseta”, a conceptual ice cream inspired by the goddess Venus carved by Milo, as a reference to the symbol of classical beauty. But in turn, they have decided to recreate it without a breast, to sensitize and raise funds in favor of INCLIVA, the Health Research Institute of the Hospital Clínico and the University of Valencia.
Gonzalo Bayarri and María Jesús González are the owners of this business, and it is precisely the recovery from the cancer diagnosed to this businesswoman that they have decided give rise to a creative idea to help other people who are going through the disease and to educate the customers of the ice cream parlor.
Likewise, to carry out this project, Bayarri has counted on the work of the creative agency Rosebud, who altruistically joined this project. What’s more, They were in charge of the general concept, as well as the name, storytelling, the spot, the web design and the packaging.
«I thought of the Venus de Milo as a symbol of classical beauty. In her case, a mutilated beauty, as she has no arms. Something that, without a doubt, makes it a more unique and iconic sculpture. If we also removed a breast, we added a conceptual and symbolic twist to the figure. La Venuseta makes visible and vindicates other beauties beyond the canons, ”says María Jesús, a plastic artist by profession.
«Besides the pleasure of being able to contribute to the cause, It has been especially nice because we have participated in the whole process, from the design of the figure to the last comma of the storytelling ”, says Santi Sánchez, founding partner of Rosebud and creative director of the project.
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