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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