Benetton Benetton

CampaignCampaign

Alanoud Al Ali

Alanoud Al Ali

Christine Castillo

Christine Castillo

Fatima TariqFatima Tariq

Remi EidRemi Eid

Sara Kazilbash

Sara Kazilbash

The G

oal O

f The

The G

oal O

f The

Cam

paig

nC

am

paig

n

The mission of Benetton’s

The mission of Benetton’s

campaign is to give

campaign is to give

awareness of an

awareness of an entrepreneurial Africa. It

entrepreneurial Africa. It

promotes the Birima

promotes the Birima

micro-credit programme in

micro-credit programme in

Senegal, Senegal, A supportive credit society

A supportive credit society

founded by the

founded by the Senegalese singer

Senegalese singer Youssou N’Dour .

Youssou N’Dour . Birima is based on

Birima is based on entrepreneurial talent,

entrepreneurial talent,

hard work, hopefulness

hard work, hopefulness

and interest for future

and interest for future

opportunities, this project

opportunities, this project

endorses the ‘new face of

endorses the ‘new face of

Africa’.Africa’.

Mess

age T

hem

e

Mess

age T

hem

eAfrica Works

Africa Works

Deve

loper

of

Deve

loper

of

Slo

gan

Slo

gan Fabrica, which is the

Fabrica, which is the Benetton’s Benetton’s communication

communication research centre.

research centre.

Core

Ele

ments

Core

Ele

ments

O

f M

edia

O

f M

edia

Str

ate

gy

Str

ate

gy

The core elements are:

The core elements are:

Objectives - An

Objectives - An objective is the desired

objective is the desired

end of an action, which

end of an action, which

is what one expects to

is what one expects to

accomplishaccomplish Strategy - A strategy is

Strategy - A strategy is

the general plan which

the general plan which

involves the delivery of

involves the delivery of

the message to the

the message to the target audience

target audience Tactics - Tactics are the

Tactics - Tactics are the

specific decisions that

specific decisions that

are made to implement

are made to implement

the media strategy

the media strategy

Appeara

nce

Of

Appeara

nce

Of

Cam

paig

nC

am

paig

n It became public all

It became public all overover the world, from

the world, from February 2008.

February 2008.

Com

munic

ati

on

Com

munic

ati

on

and M

edia

and M

edia

Pla

tform

sPla

tform

s The Benetton

The Benetton campaign uses

campaign uses outdoor advertising,

outdoor advertising, press advertising,

press advertising, online advertising, and

online advertising, and

event sponsorship.

event sponsorship.

Com

ponents

Of

Com

ponents

Of

Mess

age

Mess

age

Str

ate

gy

Str

ate

gy

The Benetton

The Benetton campaign underlines

campaign underlines

the importance of

the importance of assisting organizations

assisting organizations

committed to solidarity.

committed to solidarity.

At the same time, it

At the same time, it highlights how the

highlights how the pledge of a single

pledge of a single individual can put the

individual can put the

wheels in motion to

wheels in motion to generate change in

generate change in society as a whole.

society as a whole.

Definit

ion O

f

Definit

ion O

f Sym

bols

Sym

bols Symbols have bigger

Symbols have bigger

meanings that are

meanings that are important and

important and integrated with

integrated with culture.culture.

Eve

ryday

People

Eve

ryday

People

A

s Sym

bols

As

Sym

bols

The photographer James

The photographer James

Mollison portrays them

Mollison portrays them

with their tools of their

with their tools of their

trade.trade. These everyday people

These everyday people

become tangible

become tangible representations of an

representations of an

Africa that uses the

Africa that uses the dignity of employment

dignity of employment

to fight poverty,

to fight poverty, promote fair

promote fair development, maximize

development, maximize

resources, and handle

resources, and handle

responsibility for

responsibility for creating its future.

creating its future.

Endors

er

Of

Endors

er

Of

Cam

paig

nC

am

paig

n

Youssou D’Nour is one of

Youssou D’Nour is one of

the hundred most

the hundred most influential people in

influential people in

world according to Time

world according to Time

Magazine. Magazine. He is a world-famous

He is a world-famous

musician, who brought

musician, who brought

Senegalese music to the

Senegalese music to the

world. world. He is extremely

He is extremely recognized

recognized internationally, since he

internationally, since he

has received numerous

has received numerous

awards for his music,

awards for his music,

including the IMC-

including the IMC-UNESCO Music Award in

UNESCO Music Award in

2004 and a Grammy in

2004 and a Grammy in

2005. 2005.

Indust

rial C

ult

ure

Indust

rial C

ult

ure

O

f B

enett

on

Of

Benett

on

‘‘Industrial culture’ refers to

Industrial culture’ refers to

cultures in which mass

cultures in which mass

consumption and production

consumption and production

both fuel the economy, and

both fuel the economy, and

shape perceptions and

shape perceptions and

constructions of a company’s

constructions of a company’s

identity. Economic

identity. Economic developments, demographic

developments, demographic

trends, and new technologies

trends, and new technologies

profoundly influence the

profoundly influence the

scope and scale of industrial

scope and scale of industrial

culture. culture. For this particular campaign,

For this particular campaign,

Fabrica’s test is to use

Fabrica’s test is to use

communications which no

communications which no

longer depend on the usual

longer depend on the usual

forms of advertising. It had to

forms of advertising. It had to

rather transmit the concept

rather transmit the concept

of ‘industrial culture’ and

of ‘industrial culture’ and

‘company intelligence’

‘company intelligence’

through other means, such

through other means, such

as: music, cinema,

as: music, cinema, photography, publishing, and

photography, publishing, and

Internet. Internet.

Any Q

uestio

ns?

Any Q

uestio

ns?

The End!The End!