November 17, 2011

Benetton strikes again

Muitos já devem ter visto as imagens provocadoras da nova campanha Unhate da Benetton, mantendo o mesmo registo que já faz parte da sua imagem de marca, esta nova campanha mostra imagens manipuladas de vários líderes políticos e religiosos de todo o mundo a beijarem-se na boca, num gesto de aceitação e de irmandade.
Há muitos anos, aliás desde que me lembro, que as campanhas da Benetton têm um carácter de consciencialização, abordando temas relevantes da época em que vivemos.
De 1982 a 2000 o fotógrafo responsável pela publicidade da marca era Oliviero Toscani que ultrapassava a barreira da publicidade convencional com campanhas chocantes para esta marca e outras. Em 1989 uma mulher negra dava de mamar a um bebé branco, em 1991 uma freira beijava um padre, em 1992 mostrava-nos um homem a morrer de Sida, por isso não é surpresa que recebemos mais uma campanha que gera bastante controvérsia.
Claro que imagens destas podem ferir muitas susceptibilidades, uma das imagens foi já excluída da campanha, a do Papa e do egípcio Ahmed Mohamed, sendo considerada pelo Vaticano um grande desrespeito ao Papa e, por isso, inaceitável.
Uma grande estratégia de marketing? Sem dúvida! Pelo menos a marca é falada, para o bem ou para o mal.
E vocês que acharam desta campanha?

The withdrawn photo of the campaign.

Many of you must have already seen the provocative images of Benetton's newest campaign "Unhate", maintaining the same register that's a part of its brand image, this new campaign shows manipulated pictures of several political and religious world leaders kissing in the mouth, in a gesture of acceptance and reconciliation.
Benetton campaigns have had for many years, actually since I can remember, an awareness character to them, picking up relevant themes of our time.
From 1982 to 2000 the photographer responsible for the label's publicity was Oliviero Toscani that was known for breaking the barrier with traditional publicity with shocking campaigns for this brand and others, In 1989 a black woman was breast feeding a white baby, in 1991 a priest and a nun kiss, in 1992 it showed us a man dying of Aids, so it comes as no surprise to see another campaign that stirs up so much controversy.
Of course these images can hurt many people's susceptibilities, one of the photos was already took out of the campaign, the one with the Pope and an Egypcian Iman, Ahmed Mohamed, kissing, which was considered by the Vatican a lack of respect for the Pope and for that unnaceptable.
A powerful marketing strategy? No doubt about it! At least everyone's talking about Benetton, for better or for worse.
So what do you think about the campaign?

Lau


Previous Campaigns


 1989

 1991

1996

1992




Unhate Campaign 2011

 Barack Obama and China's leader Hu Jintao

 Barack Obama and Venezuelan President Hugo Chavez

 Germany's chancellor Angela Merkel and French President Sarkozy

 North Korean leader Kim Jong-il and  Lee Myung Bak President of South Korea

Palestian Leader Mahmoud Abbas and Israeli Prime minister Benjamin Netanyahu

Pope Benedict XVI and Egypcian Iman Ahmed Mohamed



10 comments:

  1. Esta campanha ainda vai dar muitoo que falar!


    http://hereyoucanfindanything.blogspot.com/

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  2. Concordo com o comentário de cima. Vai dar que falar. A imagem do Papa então... Uma polémica que JESUS!! Mas como é habitual, as campanhas da Benetton dão que falar :)

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  3. actually, back in the days, that is how i discovered the brand

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  4. Haha, it is very controversial, but I like it, I think.

    Wida
    Missing Amsie Blog

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  5. i absolutely love benetton campaigns, including this latest one. so clever!
    now following your lovely blog :)
    xx

    follow back? aestheticjungle.blogspot.com

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  6. I like it actually, there needs to be more of it!! The Vatican needs to get over itself, they try and condemn others, but there are those there that do worse things and no one says anything about it...Good on Benetton!! x

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  7. Very clever to have attention of everyone... like you said... for good or bad... but everyone knows them

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  8. Wow.
    Their campaigns are really purposely shocking but extremely lovely.
    xo
    http://paledivision.blogspot.com/

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  9. hahaha nice post!personally,i'd feel like it's ok,just a joke.but i guess those who are made fun of don't think so!lol





    xxxx

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Really glad to read your thoughts!

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