It's been a while since Benetton ads have won awards. They either weren't running many or they weren't as good or controversial as in the past. But Fabrica with the help of 72andSunny changed that, which is why their campaign took the Grand Prix in Press. Although, personally, I'd prefer a campaign to have won that wasn't just a series of slight variations of the same visual idea with the same exact copy. Sadly, many of the Gold Lion winners were the same sort of thing. Oh well. Maybe next year will be different. We can only hope.

Agency: Fabrica, Treviso, Italy and 72andSunny, Amsterdam, The Netherlands Client: United Colors of Benetton Campaign Title: Unhate Campaign Pieces: Germany and France / USA and Venezuela / Palestine and Israel Copywriter: Carlo Cavallone Designer: Wendy Richardson Retouching: Loupe Digital Imaging Creative Directors: Erik Ravelo (Fabrica)/ Carlo Cavallone (72andSunny NL)/ Robert Nakata (72andSunny NL)/ Paulo Martins Account Manager: Frederic Point Account Supervisor: Judson Whigham Art Buyer: Maria Perez

Comments (1)

  • purplesimon's picture
    purplesimon

    Also, this is almost an exact copy of one of their own ads: Nun kissing priest.

    Which reminds me that, if you want to win awards, simply go back a few years, rip off something that's already been done before, switch it to a new brand (or not, if you're Benetton) and hey presto!

    Yeah, I'm bitter.

    Jun 25, 2012

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caffeinegoddess I'm a creative director and copywriter with digital, integrated, and traditional expertise. I love sound strategy and great executions.