The Unhate Foundation
Benetton have often been known for controversial campaigns that purport to be taking a stand on societal issues and their new campaign is no different. Apparently the objective is to ‘combat hatred and lead to the creation of a culture of tolerance’
Are the images:
Shocking – sort of
Controversial – definitely
Memorable – definitely
Teach me about tolerance – no
Combat world hatred – no
Does it work – in my opinion, no
I have a few difficulties with it – I instantly know that it is not real so I know someone is trying to shock me for the sake of it. Because it isn’t real I don’t really engage emotionally with it other than to think things like – the Vatican is gong to go nuts over that or what will the White House say. Apparently the image of the Pope has already been dropped due to threats of legal action. And, to be honest, it’s all been done before at some stage or another so it is not original in any way. Finally, Benetton is a clothing comapny selling ‘stuff’ so I suspect the desire is more about getting their name out there again.
