united colors of benetton / unhate

in what appears to be the first (in a long while, at least) fashion label taking a stance on socio-political situations around the globe, the united colors of benetton have upped the ante with their latest campaign.

taking photos of leaders from around the world and employing some precision post-production to freeze them in a lip-locking moment, this campaign has stepped on some toes (the White House does not approve of Obama’s image being used for commercial purposes) but also laid down the gauntlet for other brands to strive towards campaigns with positive messages.

The UNHATE Foundation, desired and founded by the Benetton Group, seeks to contribute to the creation of a new culture of tolerance, to combat hatred, building on Benetton’s underpinning values.

It seems to be that the UNHATE campaign and foundation is not a flash in the pan endeavour to generate attention for benetton, but rather an on-going mission to helping build a global culture of tolerance and acceptance of diversity lies in the future generations.

read more on the UNHATE Foundation here

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