Everyone in the saddle

The goal of the initiative was to promote Unicoop Firenze’s social and environmental initiatives in a high-impact and engaging way.
It all began with the idea of ​​using one of Florence’s iconic landmarks as the location for a nearly impossible challenge: projecting a mapping onto the façade of Palazzo Vecchio using the energy generated by people riding more than 100 bikes, pedaling in unison.
The operation, in addition to confirming Unicoop Firenze’s leadership role in social and environmental activities, attracted 1,200 participants, with 15,000 spectators in the square, raising awareness and gaining regional and national visibility thanks to more than 60 articles in various online and offline publications.