Agency: 180 Amsterdam
President / CCO - Al Moseley
Executive Creative Directors - Dan Treichel (art), Dave Canning (copy)
Art Directors – Hannah Smit, Rachel Kennedy
Copywriter - Chase Kimball
Designer- Celia Armitage
Client Service Director - Melanie Portelli
Account Manager - Nicole Scopes
Planner - Clare Satterthwaite
Film Producer - James Southward
Art Buyer - Jo Borton
Film Production:
Director - Jaron Albertin
Production Company - Smuggler London
Production Company Producer - Nick Fewtrell
Director Of Photography - Sebastian Wintero
Stylist - Julia Sarr Jamois
Editor - Chee-Han Wong
Post Production - MPC
Colourist - Jean-Clement Soret
Sound Studio - Wave Amsterdam
Sound Engineer - Randall Macdonald
Print Production:
Adult campaign:
Photographer - Theo Wenner
Stylist - Julia Sarr Jamois
Retouchers - D Touch
Production - Art Partner
Kids campaign:
Photographer - Stefano Azario
Stylist - Jet Vervest
Production - Sarah Laird
The series of nine films depicts humans living real human lives, evoking Benetton’s target audience and unabashedly embracing the honest, sometimes emotional, human moments that Benetton makes clothes for.
Clothes For Humans marks a new direction for the brand, with Benetton putting its clothes firmly at the heart of communications, in a contemporary and relevant way. As the unifying concept behind new innovations, the global campaign shines a light on the brand’s new philosophy: the human experience is a spectrum of emotions and moments – Benetton makes clothes for all of them. Throughout the campaign, 180 Amsterdam was tasked with bringing Benetton’s historically provocative advertising and its product closer together, to be meaningful to modern women in a way that would transcend traditional brand communications and reach every consumer touchpoint from the till receipt, website and social channels, to the product itself.