‘Only one family’: this was the message of the advertising campaign promoted by Idealista during Milano Pride and realized with the help of the Acqua Group Events Business Unit, which was in charge of setting up the stand and creating Idealista’s float for the Milano Pride parade.

Dedicated to the LGBT+ and gay-friendly community, the initiative was a celebration of the universal sentiment of love. Through the hashtag #idealistapride anyone interested could share content written by those who believe in equality, love and the family in all its facets, or take a ‘love snapshot’ at a specially made experiential stand to post on their own Instagram profile or have printed in Polaroid on a personalized lollipop, and a colourful branded float took part in the closing parade attended by around 300,000 people. The ‘love snapshot’ feature resulted in 133 photos posted on Instagram, over 200 printed photos, 4,700 likes and 106 comments.