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
