New Unhate Campaign From Benetton Is Ground-Breaking
November 17, 2011
After many years of rocking the boat, Benetton decided that enough boats had been rocked (and had perhaps gone too far) and became kings of multi-cultural colourful campaigns. It’s great to see them back in the boat giving it a good ol’ shake, with their new Unhate campaign featuring world leaders ‘kissing’, created by Benetton’s ‘research communication centre’ Fabrica in cooperation with 72andSunny.
“These are symbolic images of reconciliation – with a touch of ironic hope and constructive provocation – to stimulate reflection on how politics, faith and ideas, even when they are divergent and mutually opposed, must still lead to dialogue and mediation.”
Advertising has become rather bland in the last few years (can’t blame anyone in particular – when there’s a recession on, nobody wants to be viewed in a negative light), so it’s great to see someone doing something properly controversial.