Benetton has a strong brand identity, tied to communication. The role of the latter has always been of crucial importance, suggesting provocative advocacy often withdrawn after a few hours after the launch that led the brand to report allegations and quarrels due to violent and disturbing images.
#Black and white campaign 1989
The 1989 campaign is decisive. The ADV provides a series of photographs depicting men and women of different nationalities. The "Black and White Campaign" has wanted to raise awareness of the world with a fascinating image in which a black woman nurses a white baby, thus proposing a new concept of family that goes beyond any racial prejudice.
#Olympic games 1992
The "Olympic Games" campaign of 1992, which coincided with the Olympic Games in Barcelona, considered inadequate by the public, was nevertheless forbidden and withdrawn. The adv offers five colored condoms, two red, one orange, one blue and one green on a white background, placed in the same position but not with the same colors as the Olympic logo. By the end of the 1980s, awareness of a disease such as AIDS was taking shape and brand managers with the campaign wanted to emphasize the concept of prevention. The campaign aims to make the public aware of and disturb the public in order to create disturbances and trigger a multitude of emotions in the minds.
#Sentence to death 2000
In 2000 the adv campaign "Sentence to death" signed by Oliverio Toscani, addresses a topic that is still the center of discussion around the world, the death penalty. The images of the campaign depict, in fact, the faces of men condemned to death, with their description of their master data.
#Unhate 2011
Unhate, the adv of 2011, aims to combat hatred and prejudice in the world and to support young people for a better future. Campaign images depict kisses among world leaders, often opponents, such as Barack Obama and Venezuelan President Hugo Chavez. Benetton, this time, didn’t stop to politics, he managed to upset the religious community by portraying Pope Benedict XVI kissing an Egyptian imam, sparking the ire of the Vatican. "Unhate" was withdrawn 48 hours after Vatican intervention.
#Clothes for humans 2016
Being yourself is human. The 2016 Benetton campaign "Clothes for humans" has completely transformed brand communication, no provocation in the campaign. It is a proposal for clothes for people. Today, fashion is aimed at enhancing the expression of an individual personality, creating garments that are against any type of homologation. The key to Benetton's communication is to focus on real emotions, common experiences and direct feelings.
Discover also how Benetton started a logo-maniac empire.
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