Benetton is reviving provocation campaigns

Benetton has launched on the 16^th November its new advertising campaign, in which she is using photomontage with the pictures of important celebrities, kissing each other’s. For instance we can see on of of them Obama kissing the Chinese president Hu Jintao, or also Sarkozy Kissing Angela Merkel.

Those photomontages, realized for the new advertising campaign of Benetton called « UNHATE » have been shown in Paris by the vice president of the group Alessandro Benetton.

It concerns symbolic pictures, which aimed to make constructive provocation.

The goal is to make people understand that politic, faith, or ideas, even if they are opposite can lead to dialog and mediation.

1 of the pictures was representing Pope Benoit XVI kissing an imam in Cairo, but had to be removed under the pressure of Vatican, which threatened to make legal pursuits. 

This campaign is part of a larger action: Benetton has created the UNHATE fundation, which will work in favour of tolerance.

A film called UNHATE will talk about the link between the raise of hate and the reason of love is diffused on the UNHATE website and on youtube.

Link to the foundation

http://unhate.benetton.com/foundation/