Benettons reklamekampagner og filosofi

Advertising campaigns are always interesting and i think Benetton is one of the best. Let’s have a look at some of the most surprising and shocking advertsing campaign

The advertising philosophy of United Colors of Benetton is based on Luciano Benetton’s belief that

‘communication should not be commissioned from outside the company, but conceived from within its heart.’

Benetton Group's advertising campaigns are not only a means of communication but an expression of our time. Through their universal impact, they have succeeded in attracting the attention of the public and in standing out amid the current clutter of images.The campaigns have gathered awards and acclaim worldwide; by the same token, they have aroused strong reactions - at times ferocious, at times simply curious, confirming once again that they are always a focal point of discussion and of confrontation of ideas.

Bentton

Benetton became a global force in just a few years—the United Colors concept spread from encompassing the different races to the ideas of tolerance, peace and respect for diversity.

The cycle of difference

Benetton’s long journey toward its destiny as a subverter of stereotypes began with its cooperation with Oliviero Toscani and the images of the 1986 campaign. Happy groups of multiracial kids were replaced by “couples” representing an all-new interpretation of difference. In this cycle, the word “different” became a close cousin of “controversial.” Benetton learned that dealing with the issue of difference within the process of advertising is not an easy task. Often, an attempt to bring different individuals together can lead to conflict instead of happiness and euphoria.