United Colors Of Benetton Print Unhate by Fabrica/72andSunny, Amsterdam


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Industry Clothing
Media Print, Magazine & Newspaper
Market Italy
Agency Fabrica/72andSunny, Amsterdam
Released June 2012


Epica Awards 2012
Integrated Campaigns Integrated Campaigns Bronze

Credits & Description

URL: https://www.dropbox.com/s/tg96de4y0r5dp2j/BenettonCaseStudy_2minutecutdown-Cannes%20copy-Program%20Stream.mpeg
Agency (city): FABRICA (Treviso), in cooperation with 72andSunny (Amsterdam)
Creative Director(s): Erik Ravelo (FABRICA), Carlo Cavallone (72andSunny), Paulo Martins (72andSunny), Robert Nakata (72andSunny)
Copywriter(s): Carlo Cavallone (72andSunny)
Art Director(s): Paulo Martins (72andSunny), Robert Nakata (72andSunny)
Production Company (& City): IDENTITY (New York City)
Film Director(s): Laurent Chanez
Agency Producer(s): Maria Perez (72andSunny), Ellen Pot (72andSunny)

Short explanation
United Colors of Benetton returns to the cultural conversation with a simple and powerful message of tolerance: Unhate. Hate and love are often in a delicate and unstable balance. This campaign promotes a shift in the balance.