BENETTON. UNHATE CAMPAIGN
noviembre 18, 2011 § Deja un comentario
BUENÍSIMA LA ÚLTIMA CAMPAÑA DE BENETTON
ES SÚPERIMPACTANTE Y ARRIESGADÍSIMA
OS DEJO LAS IMÁGENES QUE SON ABSOLUTAMENTE BRUTALES y una descripción de la campaña que no tiene desperdicio y no deja punta sin hilo.
LA POLÉMICA ESTÁ SERVIDA
The UNHATE communication project includes a series of coordinated initiatives and events, starting on 16 November 2011 in the main newspapers, periodicals and websites around the world. The central theme is the kiss, the most universal symbol of love, between world political and religious leaders, such as: Barack Obama and Chinese leader Hu Jintao; Pope Benedict XVI and Ahmed Mohamed el-Tayeb, Imam of the Al-Azhar mosque in Cairo (the most important and moderate centre for Sunni Islamic studies in the world); the Palestinian president Mahmoud Abbas and the Israeli prime minister Benjamin Netanyahu. These are symbolic images of reconciliation – with a touch of ironic hope and constructive provocation – to stimulate reflection on how politics, faith and ideas, even when they are divergent and mutually opposed, must still lead to dialogue and mediation.
The film UNHATE by French director Laurent Chanez, tells of the precarious balance and complex interweaving between the drive to hate and the reasons to love. It is built on a crescendo of deliberately ambiguous images: eyes flirting or glowering, people embracing or fighting, insurrections or celebrations, brawls or wild dancing. Extreme moments of conflict or love: two fighters after a round, a couple who have just made love … or perhaps this too was a battle.
The new campaign, the creation of the Foundation and the other initiatives of the UNHATE project reflect Benetton‘s wish to drive the desire for participation and change that animates the world’s citizens, and especially the young, inviting them to play an active, central role in its initiatives, particularly through the internet, social media and other digital applications. This marks a further step forward in Benetton‘s communications, which elicit intervention and action from everybody, in the name of an ”expanded”, open democracy, without physical, political, social or ideological boundaries.
In line with the spirit of active participation and concrete action that drives the UNHATE project, the pictures of the United Colors of Benetton campaign are central to a billposting operation: a plan of unannounced live actions. Groups of young people will post the manifestos showing kissing leaders on the walls of locations symbolic of the desperately-needed peace process: Tel Aviv, New York, Rome, Milan, Paris.
The UNHATE Foundation website brings together all the images from the United Colors of Benetton campaign and the various events, such as shots of the live actions in the world’s hot spots. The photos and videos will go to make up a vast programme available online. On the UNHATE website there are also two ad hoc applications: UNHATE KISS WALL, which randomly chooses the pictures uploaded to the site by individuals, and unites them in a passionate kiss (a new kiss each time). And UNHATE LIST, a Twitter-based list of the things and people that are not hated, which is constantly updated by visitors.
The idea of tolerance in the United Colors of Benetton campaign will find further scope for application, equally tangible and symbolic, in the creation of an art installation, made using the empty bullet shells sent in by the inhabitants of war zones around the world. Fabrica‘s Cuban artist Erik Ravelo, who is also the creator of the Lana Sutra series of sculptures, will recycle this ”war waste” to build a beautiful big dove of peace, UNHATE DOVE, four metres long, which will carry with it the Foundation’s message of peace.