The United Colours of Benetton
by Steve White
We’ve all got a cupboard or a drawer that we fill with random bits of junk or those items that you never throw away, just on the off chance that one day you might need them. I was sifting through my very own cupboard of this type last weekend when I came across my old A-Level Media Studies ring binder amongst old toaster instructions and dead batteries. The temptation was too great so I took a gander. I was quite impressed. I was quite the academic.
Anyway, whilst sifting through the binder I came across a project entitled “My favourite advertising campaign”. The campaign I had chosen was the United Colours of Benetton. Within the report I had showcased some on my favourite ads and to be honest with you, I was blown away all over again.
Over the course of a decade ‘The United Colours of Benetton’ campaign carried striking, thought provoking and often controversial images that would often split opinion and progressed through three distinct stages.
The cycle of differentiation: This campaign tackled the issue of sexual, religious and political conflict.
The cycle of reality: This stage focused on imagery that dealt with ‘real’ issues that everybody was faced with as part of everyday life. Life, death, war and famine were all issues that were tackled during this period.
The cycle of free speech: During this phase the images split publisher opinion. Some publications refused to print some of the adverts during this period due to the “shock value” of the images being used. However, others applauded Benetton’s efforts in raising awareness around issues such as war, Aids and racism.
The concept of united colors was so strong that the company actually adopted the slogan as its actual logo.
Can you imagine having worked on a campaign such as this?!
What’s your favourite campaign of all time?
Tags: A-Level Media Studies, Advertising Campaign, Benetton Advertising, Controversial Advertising Campaign, Digital Agency, Direct Marketing, Fashion Advertising, Favourite Advertising Campaign, Manchester Advertising Agency, Marketing Agency, SEO Company, The cycle of differentiation, The cycle of free speech, The cycle of reality, The United Colours of Benetton
