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Brief Published: 28 Sep 2012

Benetton’s Unemployee of the Year Awards


International fashion brand United Colors of Benetton is known for its unashamedly controversial ad campaigns (see its last one, Unhate). Its most recent campaign targets unemployed youth, with The Unemployee of the Year awards.

Unemployed young people around the world can enter the contest and win €5,000 ($6,433) for a project that could have a positive impact on their community. In the ad campaign, a handful of Neets (young people not in employment, education or training) are presented as “Valentina, 30, Non-Lawyer from Italy”, or “Fam, 27, Non-Politician from Senegal” in a bid to inspire others.

While some have labelled the campaign one of Benetton’s most boring considering the lack of ‘shock factor’, it is still a sensitive subject for international economic and social markets, and suggestive of Benetton’s profiling of the ‘disconnected generation Y’ of today.