Jenni Baker, London
United Colors of Benetton, a brand best known for its provocative advertising, has recruited a trans-sexual Brazilian model and eight other trend-setters for its Spring/Summer 2013 fashion campaign.
The campaign features a team of nine ‘trend-setters’ who have “distinguished themselves for their multiculturality, cosmopolitan spirit and social commitment”.
The creative is based on the individual stories of each of the ambassadors, representing the nine colours of Benetton, sharing their interpretation of colour and talking about how their talent and personality got them to where they are today.
The campaign features a Tunisian model, Charlie Chaplin’s granddaughter (who is also an actress, model and UNESCO supporter), a Californian model with pink hair, a German disabled model, a British actor and model (who is also former national welterweight champion), a Uruguayan chef, a trans-sexual Brazilian model, a girl drawing attention to the humanitarian disaster in Sudan and an American fashion model.
The campaign supports the launch of United Colors of Benetton’s Spring/Summer 2013 collection and will be rolled-out via press, billboards, sales outlets and online. It was developed under the creative direction of Fabrica in cooperation with Macs Iotti.
According to Benetton chairman Alessandro Benetton, the campaign focus on color is "a founding value for United Colors of Benetton and once again at the centre of our aesthetics and communications – to give a powerful assertion of the identity and excellence of this brand, which holds diversity as a value, and the unity of differences as a wealth to be treasured.”
The idea of colour will also feature in United Colors of Benetton stores, with quotations, epigrams, expressions and proverbs about colour featured on shop windows.
In addition, a newly-launched website will aggregate user-generated feeds with colour-hashtags – images, posts, phrases and tweets – from Instagram, Pinterest, Twitter and the mobile network.
The web project will be supported and integrated with an app, featuring editorial content including a collection of magazine-style news, all focused around the theme of colour.
As part of the campaign, a limited edition T-shirt featuring images from the campaign will be sold across the world in flagship stores and online, with all proceeds donated to the UNHATE Foundation.
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