2012 Results

CAT 48 - Integrated Campaigns (INC)


FABRICA & 72andSunny Amsterdam (ITALY)

Benetton, "Unhate"48-03011-INC

URL: https://www.dropbox.com/s/tg96de4y0r5dp2j/BenettonCaseStudy_2minutecutdown-Cannes%20copy-Program%20Stream.mpeg

Agency (city): FABRICA (Treviso), in cooperation with 72andSunny (Amsterdam)

Creative Director(s): Erik Ravelo (FABRICA), Carlo Cavallone (72andSunny), Paulo Martins (72andSunny), Robert Nakata (72andSunny)

Copywriter(s): Carlo Cavallone (72andSunny)

Art Director(s): Paulo Martins (72andSunny), Robert Nakata (72andSunny)

Production Company (& City): IDENTITY (New York City)

Film Director(s): Laurent Chanez

Agency Producer(s): Maria Perez (72andSunny), Ellen Pot (72andSunny)

Short explanation

United Colors of Benetton returns to the cultural conversation with a simple and powerful message of tolerance: Unhate. Hate and love are often in a delicate and unstable balance. This campaign promotes a shift in the balance.