Category: Best use or integration of offline media such as print, outdoor etc
Advertiser: UNITED COLORS OF BENETTON
Product/Service: APPAREL
Agency: FABRICA
Agency: 72ANDSUNNY NL
Creative Director: Erik Ravelo (Fabrica)
Creative Director: Carlo Cavallone (72andSunny NL)
Creative Director: Paulo Martins (72andSunny NL)
Creative Director/Partner: Robert Nakata (72andSunny NL)
Brand Director: Judson Whigham (72andSunny NL)
Brand Manager: Fredric Point (72andSunny NL)
Director Business Affairs: Jessica Reznick (72andSunny NL)
Print Producer: Maria Perez (72andSunny NL)
Designer: Wendy Richardson (72andSunny NL)
Retouching: (Loupe Digital Imaging)
Retoucher: Gareth Jones (Loupe Digital Imaging)
Retoucher: Guillaume Koening (Loupe Digital Imaging)
Media placement: Print - The Economist, Newsweek, Corriere Della Sera, La Republica, II Manifsto, Colors - Nov 2011
Media placement: OOH - Paris, Milan, New York City, Tel Aviv, Rome - 16 Nov 2011
Campaign Description
The fashion/retail category is one that has historically inserted entertainment into branding, utilising both fictional characters and global celebrities to bring bravado and presence to their brand.
United Colors of Benetton has carved out a niche in fashion by generally tackling taboo issues. However, they took this to the next level by creating visual representations of current conflicts.
Effectiveness
In a year of crisis, government distrust, war and social and religious turmoil, we decided to deliver a simple and powerful message of tolerance and peace. Delivering a new expression of the brand’s original values and credo. An expression to put people in a new state of mind: Unhate.
Unhate is a message that invites us to consider that hate and love are not as far away from each other as we think. The 2 opposing sentiments are often in a delicate, and unstable balance.
Our campaign utilised a mix of viral videos, earned media, strategically placed outdoor print, and a structural installation to promote a shift in the balance: don’t hate, Unhate. Unhate means looking at the world with open-mindedness, and empathy. Unhate means understanding our enemy’s reasons. If global love is a utopian, unattainable dream, global Unhate is maybe something we can hope for.
On November 16th, the Unhate campaign was revealed. The campaign launched with a series of coordinated initiatives and guerrilla events in Tel Aviv, Paris New York, Madrid and Rome followed by press appearances in newspapers, periodicals and websites around the world.
Implementation
Content was revealed with Unhate art installations at a launch event in Italy. The executions were flown as banners from buildings, draped from bridge sides, put in storefronts at retail, and supported across the globe by traditional print buying.
Outcome
Within 2 weeks the results were in:
• 100% increase in Facebook fans
• 3.7m Unhate website page views
• Top trend on Twitter
• The campaign was covered by media outlets around the world resulting in over 500m individual impressions
• The White House and the Vatican commented on the campaign