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Benetton Brand Activism Marketing Campaign

Benetton reconnects with its brand activist roots with UnHate, a brand activism marketing campaign to celebrate diversity, inclusion and love

 

World leaders who are historically antagonistic toward one another were displayed in this activist campaign lovingly kissing one another

Guerilla banners and projection billboards activated throughout Times Square, Upper East Side, Flatiron District, and other notable New York City locations

The campaign, created by the agency 72andSunny, of world leaders lovingly embracing one another were symbolic of reconciliation, tolerance, and hope along with a side of constructive provocation

The creative brand activism simultaneously implemented in Paris, Milan, Tel Aviv and other countries

The fashion brand utilized the guerilla activities to create content for a global PR and social media initiative reaching 500+ million people globally

Subsequently, the brand activism campaign won the Cannes Lions Press Grand Prix

 

What made this brand activism campaign stand out from the rest?

 

1.) Controversial political imagery, atypical of brand marketing campaigns

2.) Unveiling the brand activism initiatives in multiple countries on the same day

4.) Leveraging social and PR to make the initiative resonate worldwide

 

ALT TERRAIN handled planning, staffing, deployment, management, and reporting in the United States for this memorable fashion brand activism campaign

To learn more about ALT TERRAIN support of company activist efforts, check out our Brand Activism Marketing offerings

 

 

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