Benetton reconnects with its brand activist roots with a 'UnHate' campaign
To promote diversity, inclusion, and love, the brand campaign displayed historically antagonistic world leaders lovingly kissing one another.
Guerilla marketing banners and building 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.