“Love each other”, “Make love, not war”… as many slogans that could very well have come with the new shock campaign of the Italian brand Benetton. After a decade pass e shadow him projectors, it seems that the Italian brand has finally decided to reconnect with the politically incorrect…
Opened are in 1990, famous campaigns “United Colors of Benetton” not long a brand hair scratch on some self-righteous.Led the photographer Oliviero Toscani and Luciano Benetton, bold photos and d rangeantes became spearhead of a communication policy to promote multiculturalism, the defence of human rights d and the fight against AIDS, as well as combating all forms of discrimination.
Building on the success of their collaboration, the duo decided in 1994 to create Fabrica, kind of lab id are welcoming in his breast of young artists in what you innovations.
In 2000, Toscani decides however to leave the ship Benetton. Following 10 years of torpor, who see the Italian empire little by little lose his stinging wit for the benefit of a good communication and dulcor e. A less risky, but also less lucrative positioning… O the necessity to rethink the company’s marketing strategy in reviving what was formerly Benetton honey: the provocation.
Straight from Fabrica workshops, various photomontages that could be d cover since Wednesday didn’t have – as seen – not late d trigger the economic pol. Must say that between the picture of the Pope kissing the imam Ahmed el Tayyeb Sunni(recently removed e of the campaign following the toll of the Catholic Church), that of the Sarkozy/Merkel duo and that Barack Obama and his Chinese counterpart Hu Jintao, Benetton didn’t h site not d sanctify the very Swiss are relations of the dignitaries of this world.
And if they return to the gimmick of the “scandalous” Kiss of 1991, the clich s of the campaign Unhate not lose in impact: time o the crisis financial fact rage, o religious conflicts multiply and o the world leaders struggle display their unit, these images come to inject an enjoyable dose of e dyed humour of irony a religio-political landscape somewhat crisp.
Hope simply that this comeback within the universe of the Visual shock will not be a simple one-shot…
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