A new campaign from Benetton is recalling the brand's controversial heyday. A series of posters features world leaders with lips locked to launch the UNHATE project.Benetton, says the accompanying press material, is inviting "the leaders and citizens of the world to combat the 'culture of hatred'". The UNHATE campaign is the first initiative from a new Benetton foundation of the same name, launched by Alessandro Benetton, executive deputy chairman of the Benetton Group.
The posters, created by Benetton's 'research communication centre' Fabrica in cooperation with 72andSunny, feature political and spiritual leaders kissing. According to Benetton "These are symbolic images of reconciliation - with a touch of ironic hope and constructive provocation - to stimulate reflection on how politics, faith and ideas, even when they are divergent and mutually opposed, must still lead to dialogue and mediation."
The campaign also includes social media activity in the name of the Kiss Wall, where users can upload images of themselves kissing.
Following outrage and pressure from the Vatican, Benetton has reportedly withdrawn the poster featuring the Pope kissing Ahmed Mohamed el-Tayeb. Vatican spokesman Fr Federico Lombardi has been quoted in various sources criticising the company for exploiting the Pope's image.
To read more visit Creative Review.
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