The Rainbow Pool will be in place until 4pm on Valentine's Day.
Havaianas Australia has turned Bondi’s iconic Icebergs pool into a giant 50-metre rainbow flag, in a message of celebration for the LGBTQIA+ community.
Until Valentine's Day on Sunday, the pool’s eight lanes with be coloured in the stripes of the Pride flag, each of which represents values within the LGBTQIA+ community and celebrates the queer spectrum.
It is both a physical display of love and a reinforcement of Havaianas mantra All Love Welcome.
"The rainbow lines which will run the length of the pool from Thursday 11th - Sunday 14th of February celebrate the choice that we are so privileged to have in Australia," Havaianas Australia general manager Tom Nolan says.
"People should swim in any lane that best represents them.”
Monster Children Creative were behind the idea for the Icebergs Rainbow Pool and are proud to have helped Havaianas spread a message of tolerance and inclusion.
"Havaianas has made a commitment globally to supporting the LGBTQIA+ community, and the Australian team wanted to make a high profile statement of support," Monster Children Creative creative director Matt Pike says.
"With the Rainbow Pool we are proud to have helped encourage the community to celebrate inclusivity, diversity, empathy and unity this Valentine's Day."
The Brazilian footwear brand has also released its first rainbow range of thongs, and for each Rainbow Havaianas product sold, proceeds of sales will be donated to Melbourne-based Minus18 - an organisation that acts to improve the health and wellbeing of same-sex attracted and gender diverse young people in Australia.
So far sales of Rainbow Havaianas have raised over $50,000.
“Havaianas funding our work truly means the world, and sends a message of love and celebration to the thousands of LGBTQIA+ youth we work with every week. This includes our LGBTQIA+ youth events, programs, online resources and articles,” Minus18 CEO Micah Scott says.
"We love that the Bondi Icebergs takeover brings the sense of pride we inspire each day to one of the most visible and iconic parts of Sydney."
The Rainbow Pool at Bondi Icebergs will be in place until 4pm Sunday February 14, 2012.
Client: Aqueo Imports - Havaianas
Creative, strategy and activation - Monster Children Creative
Motion production - Monster Children Films
PR - AWPR
Media - Havas Media