Benetton | UnHate – Updated!!

16 Nov

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


6 Responses to “Benetton | UnHate – Updated!!”

  1. George Secko, aka Dzedko November 18, 2011 at 1:07 pm #

    These ads are so disrescpectful that they are a form of “hate”. I question the morality and ethics of those responsible and involved. My family will never buy Benetton again and I will encourage others to do the same.

    • Fash&Mark November 21, 2011 at 4:30 pm #

      Dear George,
      I can see our opinion is completely different, but we certainly respect yours.
      It’s always good to have some balance in the world, right?

      We just think that if you used to be a regular customer @ Benetton, maybe you shouldn’t take such a drastic attitude. If you really like Benetton products, you should keep buying…

      Thanks for your comment and keep visiting :)

  2. Haloklaus November 21, 2011 at 3:40 pm #

    Concordo e rilancio

    • Fash&Mark November 21, 2011 at 4:16 pm #

      Glad you do!
      Keep Visiting :)

  3. Adrian Mayer December 5, 2011 at 2:01 am #

    You know therefore significantly in relation to this matter, made me personally believe it from numerous varied angles. Its like women and men don’t seem to be fascinated except it’s something to do with Girl gaga! Your individual stuff is great. At all times take care of it up!

Your Opinion Matters :)

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