By Josh Golding
In this post I will present the ‘Unhate’ campaign by Benetton and how the company brings audiences outside their comfort zones. Will look further into the controversial campaign created and how it contributes any benefits to the brand itself.
FIGURE 1 – ‘Film’/video for the campaign. The film ‘Unhate’ tells of the precarious balance and complex interweaving between the drive to hate and the reasons to love.
FIGURE 2 – Photo of Pope Benedict XVI kissing an Egyptian Imam used in the campaign.
FIGURE 3 – Photo of President Obama and Hu Jintao (Former general secretary of China) kissing. At the time when this photo was created, both were leaders of their respective countries. The image advertised on a window of a shop.
FIGURE 4 – Photo of Angela Merkel (Chancellor or Germany) and Nicolas Sarkozy (was the President of France when this was created) kissing.
FIGURE 5 – An edit of the original footage for the ‘Film’ that was made by the subsidiary charity to Benetton, called Unhate Foundation. The edit features more photos from the campaign and what the charity has done.
FIGURE 6 – Two images from the campaign featuring national leaders, placed onto windows of Benetton store.