Additional Information


Content

Benetton follows gay kiss ads with 'unemployee of the year' spot

United Colors of Benetton is following up its controversial "unhate" press ads that featured political leaders kissing, with a global campaign based around a "unemployee of the year" competition.

Share this article

The activity includes a TV ad that features four young adults, tagged as "Neets" (Not in Education, Employment or Training) searching for a job with dignity despite the stigma attached to unemployment.

The in-house campaign, created by the brand’s in-house research centre Fabrica in co-operation with 72andSunny Amsterdam, features unemployed people dressed ironically in business clothes to highlight the stigmatisation of unemployment.

The ad will be broadcast globally on MTV and on digital channels in more than 35 countries.

Print and social media activity featuring photographs and videos will support the TV campaign.

The creative has been designed to draw attention to the brand's "unemployee of the year" competition, which is inviting unemployed people between the ages of 18 and 30 to submit outlines of projects that will have a concrete social impact on their community.

Project ideas will be hosted on the brand’s Unhate Foundation website and voted for by the online community with the 100 most deserving projects receiving support from Benetton to make the ideas a reality.

The "unemployee of the year" campaign follows on from the brand’s controversial "unhate" campaign that featured an image of Pope Benedict XVI kissing Imam Sheikh Ahmed el-Tayeb and won a Cannes Lion Grand Prix for press.

This article was first published on campaignlive.co.uk

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Latest jobs Jobs web feed

FROM THE BLOGS

The Wall blogs

RETAIL THERAPY External website

by Jonathan Staines, 22/10/2014

 

Sky hi-fi External website

by Greg Taylor, 22/10/2014

 

We need new news External website

by Grace Regan, 22/10/2014

 

5 tips for a cross-device Christmas External website

by Nimeshh Patel, 22/10/2014

 

Back to top ^