lynn thuy vo anne kiil-nielsen. italian fashion house – global fashion brand 1965: creation of...
TRANSCRIPT
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
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http://www.dailymail.co.uk/news/article-2062423/Benetton-Unhate-advert-Pope-kissing-imam-withdrawn-Vatican-calls-disrespectful.html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