BENETTON KIDS

TODAY, THE BENETTON GROUP IS

PRESENTED IN 120 COUNTRIES AROUND THE WORLD

OPENING OF FABRICATWO EYES WITH TWO DIFFERENT

COLOURED PUPILS SYMBOLISE FABRICA’S LOOK TOWARDS THE

“ FUTURO PRESENTE”

THE CYCLE OF REALITY

THE BLOOD-STAINED T-SHIRT AND TROUSERS BELONGING TO THE SOLDIER

MARINKO GAGRO, WHO WAS KILLED DURING THE WAR IN THE FORMER

YUGOSLAVIA, BECOME A SYMBOL OF PEACE

VICTIMS

M,,MFMD,SM,

A SOLDIER GRIPPING A

HUMAN THIGH BONE

Represents a terrible vision that arouses anxious questions about colonialism, racism and cultural

poverty

TO OPPOSTION AGAINST THE IRRUPTION OF “DEATH” AS AN ADVERTISING SUBJECT,

BENETTON ANSWERED WITH BIRTH, THE FAMOUS IMAGE OF A NEWBORN BABY STILL

ATTACHED TO THE UMBILICAL CORD

Toscani did no more than make visable this

invisable stamp of discrimination, marginalisation and alienation

TOSCANI TURNS ITS ADVERTISING MACHINE AGAINST

CAPITAL PUNISHMENT. THE CAMPAIGN FEATURE IMAGES

OF PRISONERS FROM DEATH ROWS IN THE USA

“ WE, ON DEATH ROW”

THE CYCLE OF DIFFERENCE

POLITICAL AND RELIGIOUS CONFLICT

THE PALESTINIAN AND THE ISRAELI

AN AMERICAN BOY KISSING A RUSSIAN BOY

A BLACK WOMAN BREASTFEEDING A WHITE BABY – WHICH REPRESENTS THE

MOST – AWARDED IMAGE IN BENETTON’S ADVERTISING HISTORY

IN THE SPRING OF 1996, BILLBOARDS ALL OVER THE WORLD WERE INVADED BY AN IMAGE OF

THREE HEARTS OVERPRINTED WITH THE WORDS “ WHITE, BLACK, YELLOW” – THE NEW

ANTI-RACIST MESSAGE LAUNCHED BY UNITED COLORS OF BENETTON IN CONJUNCTION WITH

SOS RACISME

A PRIEST KISSING A NUN

THE AFFIRMATION OF PURE HUMAN SENTIMENT

THE STEREOTYPES OF GOOD AND EVIL, SYMBOLIZED BY AN ANGEL AND THE DEVIL

DEPICED RELIGIOUS CONFLICT

PORTAYED MORAL CONFLICT

NATURAL ACT

REFLECTION ON A PRINCIPLE WE OFTEN FORGET; WHAT IS

NATURAL IS NEVER VULGAR

“ To capture consumer’s attention, advertising must become an artistic product in itself, like a play or a film. That has never happened because the only things that condition the industry are money and

marketing managers, who are idiots. All they know to do is repeat what’s already been done.”

Oliver Toscani’s Advertising Philosophy

WORLDWIDE interactive multimedia

communication campaign- the first global

online casting session- which will choose faces from around the world

U

UNITED COLORS OF BENETTON

ROZA SZYGENDARASHA CHASIB TAMIR

ANTHONY BUTCHERMAGDA KOCHAOWICZ

SPECIAL THANKS TO:

JOHN COCKSEDGE

DAWID KOCHANOWICZ

CHRIS HUNTER

&

KIDS

Bibliography Bibliography Feyerick, D (2000), CNN archives, Victims' rights advocates denounce Benetton 'death row' ads Benetton

on death row, http://archives.cnn.com/2000/ STYLE/fashion/01/18/benetton.ads., accessed 15/Feb/10

Mantle, J. (1999), Benetton: The Family, the Business and the Brand, London, Little, Brown and Company.

Maguire M. (2003) United colors of Benetton: A company of colours and controversies, Germany, Grin Verlog

Salvemini, L.P. (2000), United Colors: The Benetton Campaigns, London, Scriptum Editions

Vignali, C. (1998) Branding and marketing Mix Examinated in a Benetton Franchise J. Text. Inst., Part 2

Benetton Group, Investors http://www.investors.benettongroup.com, accessed 21/ Feb/10

Benetton Group social communication research centre Press Kits – Fabrica http://press.benettongroup.com, accessed 16/Feb/10

Benetton’s advertising acquitted in Germany (2001) http://www.managingip.com/Article.aspx?ArticleID=1256567 , accessed 12/Feb/10

Brand Republic “ Brand Health Check “ http://www.brandrepublic.com/News/466467/Brand-Health-Check-Benetton/,

http://www.youtube.com/watch?v=fb-oBsji-Gc

http://www.youtube.com/watch?v=TiZMcVGCh_E2005