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Brief Published: 21 Jun 2012

Benetton Wins at Cannes Lions


Italian fashion company Benetton employed its signature shock tactics last year for its UnHate advertising campaign, featuring photoshopped images of world leaders kissing. Despite complaints from the Vatican among others, the campaign won the Grand Prix for the best international press campaign at the Cannes Lions International Festival of Creativity in France yesterday.

The print campaign is joined by online initiatives such as the UnHate Kiss Wall, where users are encouraged to upload photos displaying affection, and the UnHate List, a Twitter-based list of things and people that are not hated.

Speaking about the UnHate campaign at the advertising industry event, Alessandro Benetton, chairman of the Benetton Group, said he “wanted to send a message about the need to overcome the culture of hate, through dialogue and the understanding of differences”.

Described by Benetton as a “communication project”, the campaign employs digital culture to profile the international values of Benetton – a worthy win in our minds. 

See our full coverage of Cannes Lions 2012 for more.