Benetton launches its new advertising campaign
United Colors of Benetton invites the world’s leaders and people to combat the “culture of hate” and creates the UNHATE Foundation.
Benetton recently launched its UNHATE campaign, a way of combating the culture of hatred by promoting rapprochement between peoples, faiths and cultures. This first initiative is the result of the creation of the UNHATE Foundation.
The UNHATE global communications campaign is based on the theme of the kiss, the most widely recognized symbol of love. The various campaign visuals depict a series of kisses between world political and religious leaders, for example: Barack Obama and Chinese leader Hu Jintao; Pope Benedict XVI and Mohamed Ahmed al-Tayeb, Imam of the Al-Azhar mosque in Cairo…
These symbolic images of reconciliation, with a note of constructive provocation, invite reflection on how politics, faith and ideas, sometimes different and in opposition, should lead to dialogue.
With this new campaign and the creation of the Foundation, Benetton is once again demonstrating its determination to be a driving force for change that inspires the citizens of the world, especially young people.
A “shock” campaign that could make more than one person think!
Website: www.benetton.com
Cette publication est également disponible en : Français (French)
