Benetton wants the world to UNHATE

A new campaign from Benetton recalls the brand’s controversial heyday. A series of posters features world leaders with lips locked to launch the UNHATE project

A new campaign from Benetton recalls the brand’s controversial heyday. A series of posters features world leaders with lips locked to launch the UNHATE project

Benetton, says the accompanying press material, is inviting “the leaders and citizens of the world to combat the ‘culture of hatred'”. The UNHATE campaign is the first initiative from a new Benetton foundation of the same name, launched by Alessandro Benetton, executive deputy chairman of the Benetton Group.

A series of posters, created by Benetton’s ‘research communication centre’ Fabrica in cooperation with 72andSunny, features political and spiritual leaders kissing (shown above, The Pope and Ahmed Mohamed el-Tayeb, Imam of the Al-Azhar mosque in Cairo. Below, US President Barack Obama and Hugo Chavez of Venezuela)

According to Benetton “These are symbolic images of reconciliation – with a touch of ironic hope and constructive provocation – to stimulate reflection on how politics, faith and ideas, even when they are divergent and mutually opposed, must still lead to dialogue and mediation.”


Palestinian President Mahmoud Abbas and the Israeli Prime Minister Benjamin Netanyahu


German Chancellor Angela Merkel and French President Nicolas Sarkozy


North Korean Supreme Leader Kim Jong-Il and South Korean President Lee Myung-bak

There is also an accompanying film by director Laurent Chanez.

Plus social media activity including the Kiss Wall where users can upload images of themselves kissing.

Agency: Fabrica in cooperation with 72andSunny NL
Creative Director/Writer, 72andSunny: Carlo Cavallone
Creative Director/Designer, 72andSunny: Paulo Martins
Design Director/Partner, 72andSunny: Robert Nakata
Creative Director/ FABRICA: Erik Ravelo

Update: Following pressure from the Vatican, Benetton has reportedly withdrawn the poster featuring the Pope kissing Ahmed Mohamed el-Tayeb. Vatican spokesman Fr Federico Lombardi has been quoted in various sources criticising the company for exploiting the Pope’s image.

“We must express the firmest protest for this absolutely unacceptable use of the image of the Holy Father, manipulated and exploited in a publicity campaign with commercial ends,” he said. “This shows a grave lack of respect for the Pope, an offence to the feelings of believers, a clear demonstration of how publicity can violate the basic rules of respect for people by attracting attention with provocation.” Benetton has apologised.


Related Content

Read Rick Poynor’s 2006 CR piece on Benetton at 40 here




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