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http://www.dailymail.co.uk/news/article-2062423/Benetton-Unhate-advert-Pope-kissing-imam-withdrawn-Vatican-calls-disrespectful.html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