Lovely campaign. Literally!
“What does UNHATE mean? UN-hate. Stop hating, if you were hating. Unhate is a message that invites us to consider that hate and love are not as far away from each other as we think. Actually, the two opposing sentiments are often in a delicate and unstable balance. Our campaign promotes a shift in the balance: don’t hate, Unhate”
Creation of a new culture of tolerance
Campaign Video -Overflow of emotions
*UPDATE* 17 November
From a Marketing point of view!
This campaign was released on Wednesday and it’s already the hot topic everywhere.
A lot of people think that Benetton was too risky by releasing this campaign, because it was already contested by the Vatican and the White House. Apparently they think that a cute photo with nice kisses offends “not only to the dignity of the pope, but also to the sensibilities of the faithful”. The White House claims that it has a “longstanding policy disapproving of the use of the president’s name and likeness for commercial purposes”.
I know that you’re thinking that Benetton is in big trouble and it was not expecting all this complaints. WRONG!
Benetton was a master at the art of trolling. They did their campaign, put it on the Internet and it started spreading rapidly. Then, the Vatican was too upset, made Benetton remove the Pope’s French-kissing photo and… it started! The campaign was already all over the news, on every Facebook wall, Twitter, Tumblr… It had an enormous BOOM. Became hyper viral. Benetton was soooo expecting this, it had every thing figured out, it was part of the plan! Believe it or not.
Of course, Benetton-the-troll, answered properly to the Vatican – “sorry that the use of the image had so hurt the sensibilities of the faithful.” – almost saying “fuck the dignity of the pope” and kindly removed the photo from its website… The thing is… It’s still everywhere!!! Not even the pope can stop the Internet. Sorry, bro!
Benetton, I just have a few words for you:
- I give you 10 out of 10 in creativity and marketing skills (can you hire me?)
- 10 out of 10 in the art of trolling
- 20 out of 10 for annoying the pope
- 100 out of 10 to believe in the power of love, or as you say “”UNHATE” meant solely to battle the culture of hate in all its forms.”
- Don’t worry, one day they’ll get to the point :)
- PS. your clothes are too expensive lool
Get to know the UnHate Foundation here