United Colors of Benetton has always challenged status quo in it's advertising. From its controversial ads in the 1990s to its more recent UNHATE campaigns, it has always seeked to challenge existing paradigms and 'fight against hate and discrimination in all its forms'.It's most recent activity is a global advert campaign featuring 9 models it believes to be trendsetters. These include disabled model Maio Galla, who caused a stir during Berlin Fashion Week in 2012 when he wore shorts that revealed his artificial leg, trans-sexual super model Lea T, and Charlotte Free, a Californian model made famous because of her pink hair. Whilst the print ads look normal at a glance, they have created 'getting to know' videos where each of the models explains where they came from and what colour means to them. It is also hoping to build an online community dedicated entirely to colour which will engage user-generated feeds from online channels and it will also sell limited edition t-shirts with the proceeds from these sales going to the UNHATE Foundation.
Whilst in the past Benetton's actions were seen as more shocking than socially motivated, this campaign shows that Benetton is really think about the social purpose of its company. It ticks all the boxes by choosing models from across the globe who represent different things, through supporting it with online activity, and by generating money for the cause through selling T-shirts. All in all - Well done Benetton!
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