Brand in demand, values on hand.

BRAND IN DEMAND, VALUES ON HAND

"Communication should neer be commissioned from outide the company, but conceived from within its hearts."

-Luciano Benetton

Benetton is a global clothing brand, based in Treviso Italy. The name comes from the four members of the Benetton family namely Luciano, Guiliana, Gilberto and Carlo Benetton. They are passionate when it comes to styles and quality which is seen in the brand itself. Luciano Benetton, the eldest of the four children, was only 20 years old, realized that people wanted color not only only in their clothes, but also in their lives. 

The advertisements of the said brand created universal impact that captures the hearts of the people especially the consumers. They succeeded in attracting the attention of the public using the images they use in their ads. The campaigns aim to reach out the world by informing the state of the world regarding different issues. The company is also doing their task to promote the sales of their products but they do not set aside the commom values which they aimed to share from the very first.

"All human beings are born free and equal in dignity and rights."

The company stood firm in carrying this meaningful slogan and come up with these advertisements:

Human races, one heart.

Whatever nationality or race we belong doesn't make any different from one another. We are all human beings. We were a given heart that has the same functions as the others. It is there as a seat of affection and sensibilities such as love, hate, joy, grief, courage, etc. Therefore no matter if you're black, white or yellow, you have the capacity to feel. We should not distinguish ourselves from others because we have ONE SAME heart that can sense feelings and emotions.

Campaign against domestic violation

This ad was done by McCann Erickson, released in May 2007. The victimized picture of women aims to feed the minds of people that such things are occurring. The social responsibility was surfaced by this ad. They sheltered the thought that these women should be well take care of. They were dressed up in stylish apparel which shows that they deserve beautiful things in life. But as you take a look, the models appeared in these pictures having no sign of effect. Optimism, in a sense that we can vanish the grief in hearts.

Food for life

Photo was taken by James Mollison. Fighting for hunger. Without the basic human need of nutrition, one cannot lift himself up from his life's downfalls. The campaign shows the importance of food in life. Food means life when poverty crisis lead way back. United Colors of Benetton in partner with UN World Programme alleviate world hunger. 

A man with amputated arm in the photo depicts that everyone deserves food in his/her daily life.  

Fight against racial discrimination

An approach to racism issue that strongly demonstrates that we are all equal. Some people doesn't feel like interacting with their opposite race because of the loyalty. Racism became a weapon which is used by non-whites against whites. Because of this so called "competition" among the races, they exploded and had controversial issues. United Colors of Benetton joined organizations that will help them wipe out racism. 

Photograph scene of the AIDS patient David Kirby’s last moments, surrounded by his family members. This photo was taken by Therese Frare. The ad shows how the AIDS victim suffers with all his loved ones surrounding him feeling the pain too. This photo became controversial among Catholics because the image of God was used. It has perceived in a negative way but was also applauded by many people because the strong impact and won many awards. The photo was also included in the "100 pictures that can change the world."

Main channels of the transmission of HIV virus. 

Blood drenched soldier uniform depicts the harsh reality of war. This is a real uniform of a soldier Marinkino Gagro, died in the war of Bosnia. 

UNITED COLORS OF BENETTON'S CAMPAIGNS CAPTURED, CAPTURES AND WILL CONTINUE CAPTURING THE MINDSETS AND PERSPECTIVES OF THE PEOPLE IN A POSITIVE WAY. THEIR DESIRES IN INFORMING THE PEOPLE WHAT TO DO AND WHAT TO FEEL WILL TAKE PLACE IN OUR HEARTS. THE CREATORS OF THESE ADS SURELY THINK VERY DEEP SO THAT THE WILL UNQUESTIONABLY DRAG THE PERCEPTIONS OF THE PEOPLE. 

Sources:

http://www.redcmarketing.net/we-like/the-united-colours-of-benetton/

http://socialandenvironmentalgraphicdesi.blogspot.com/2008/06/jamie-colors-of-benetton.html

http://press.benettongroup.com/ben_en/about/campaigns/history/

www.google.com for the images