To promote Benetton's Carnival Capsule Collection, dubbed "a celebration of color in all its shades," 180 Amsterdam came up with an idea that gives the company's cause-facing manifesto a modern twist.
72andSunny is launching a new brand citizenship practice that aims to tie good works to marketers' bottom-line results. Nonprofit veteran Jim Moriarty is heading the effort after serving nearly 10 years as chief of the San Clemente, Calif.-based Surfrider Foundation, which he helped build into the largest nonprofit devoted to coastal protection.
United Colors of Benetton's "Unhate" campaign with the world leaders kissing got plenty of flack, but lots of attention too—along with a Grand Prix in the Press Lions contest at Cannes. Now, the fashion client is back with a new "Unhate" initiative, and this time it puts some money where its mouth was. The new initiative, "Unemployee of the Year," from Fabrica and 72andSunny in Amsterdam, seeks to shine a light on a pressing social problem—the nearly 100 million young people worldwide aged 15-29 who don't have a job. The digital, film and poster campaign aims to celebrate the creativity and dignity of the world's youth—and maybe even fund projects they can work on, or even find them permanent jobs. One centerpiece is the unhatefoundation.org website, where users can build a profile, upload their data and create an "un-work experience" résumé. They are also invited to submit ideas for projects that would need financing, and the community can vote on which are most worthy. On Oct. 30, 100 unemployed young people will be awarded $6,500 each to fund a project they are passionate about. "Benetton is a brand with a point of view: Today we call attention to the legacy that previous generations have left this one, and we reflect on the difficulties that people under 30 experience when trying to enter the job market," says Benetton's worldwide communications director, Gianluca Pastore. Check out some of the posters below. They may be less provocative than last year's, but perhaps they'll make a more lasting difference in the lives of the target market.
CANNES, France—The Press Lions competition was sealed with a kiss here tonight, with the Grand Prix going to Benetton's provocative "Unhate" campaign showing world leaders kissing, created by Italian agency Fabrica with help from 72andSunny in Amsterdam.
An image of the Pope smooching an Egyptian Imam—who wouldn't like that? It's just one example of controversial kissin' couples (mainly world leaders in conflict, like Barack Obama and Hu Jintao, and Nicolas Sarkozy and Angela Merkel) from Benetton's new pro-peace "Unhate" campaign from 72andsunny in Amsterdam. The Vatican protested and got that particular ad pulled—they'd probably prefer an image of His Holiness necking with Iman. It's difficult to take the whole manufactured "controversy" seriously. This is Benetton, which has a track record of making shocking ads to generate buzz. It's worked before, with previous ads showing a priest and nun kissing and AIDS patients. Judging from the outcry, "Unhate" is working, too. Alessandro Benetton explains that the campaign is designed "to give widespread visibility to an ideal notion of tolerance and invite the citizens of every country to reflect on how hatred arises particularly from fear of 'the other’ and of what is unfamiliar to us." That's an awfully high-minded sentiment from a man who makes Day-Glo hipster slacks for a living. Still, I suppose the brand deserves some credit for making folks think or feel anything outside their comfort zones. I'd like to believe it would spark serious reflection and debate about life-and-death issues on the world stage. Alas, like the ads themselves, I fear the reactions—pro and con—just blend into the background noise, giving nothing more than lip service to outrage on the one hand, and pleas for tolerance and understanding on the other. More ads after the jump.