Lynn Thuy VoAnne Kiil-Nielsen

THE HISTORY…

Italian fashion house – global fashion brand 1965: Creation of the Benetton Group 1985: First (controversial) ad campaign ”Fashion as a global village where young

people of every race live” 6,500 stores in 120 countries

Sell more than fashion - sell social awareness

CONTROVERSIAL AD CAMPAIGNS

1982: Ebony & Ivory Two innocent little girls embracing each

other Racist shortcomings

CONTROVERSIAL AD CAMPAIGNS

1994: Bosnian uniform Bloody and full of bullet holes

CONTROVERSIAL AD CAMPAIGN

2011: Unhate campaign Digitally altered pictures of world leaders

THE ONE THAT WAS BANNED..

The Pope and Ahmed Mohamed el-Tayeb, Imam of the Al-Azhar Mosque in Cairo

THE EVOLUTION OF THE ADS

“We did not create our advertisements in order to provoke, but to make people talk, to develop citizen consciousness”

The more recent campaigns are less controversial

2012: UNHATE – CONTINUES…

Unemployee of the year ”Aims to spread a positive message of hope

and celebrating young people’s creativity and their ability to create new smart ways of

addressing the problem of unemployment”

Benetton awards the 100 best ideas each winner receive €5,000 to implement project

QUESTIONS!

Why do you think Benetton had this radical change in their advertising?

Did the former campaigns become too controversial for Benetton?

How do you perceive these campaigns? Are they even effective when they are not featuring any of the clothes sold by Benetton?

http://www.benettongroup.com/the-group http://encyclopedia.jrank.org/articles/pages/1706/Benetton.html http://top10buzz.com/top-ten-controversial-united-colors-of-benetton-a

ds/

http://www.dailymail.co.uk/news/article-2062423/Benetton-Unhate-advert-Pope-kissing-imam-withdrawn-Vatican-calls-disrespectful.html

http://www.icmrindia.org/casestudies/catalogue/Marketing/The%20Story%20Of%20Benetton's%20Advertisement%20Campaigns%20-%20Marketing.htm

http://www.reuters.com/article/2012/09/18/us-retail-benetton-advertising-idUSBRE88H0GM20120918

http://fashion.telegraph.co.uk/article/TMG9552570/Benetton-launch-Unemployee-of-the-Year-campaign.html