Every morning I scour the web and look at the latest ads (in any medium) from around the non-US world. Then I post for you my Ad of the Day. Some days it will be awesome, some days you might not like it. But it’s the Ad of the Day!
Today we’re featuring not an ad but a campaign. The print ads first caught my eye, but check below for much more.
- Agency: Fabrica, and 72andSunny
- Location: Treviso, Italy, and Amsterdam, Holland
- Client: Benetton
- Name: “Unhate” (check out the site for the Unhate foundation here, there’s lots more to see)
- Why I like it: OK, I’m going to go ahead and make a prediction: This campaign is going to win a TON of awards. A ton. It’s a done deal. And it’s a pantheon level candidate for my ad/campaign of the year.
Why? Because it’s tremendously creative. It’s superbly executed. Its core idea is broadly appealing, yet the execution is controversial enough to get people talking. It’s global in reach, yet can infinitely personal and customizable. It’s campaignable across any medium, and for a long period of time. It’s highbrow, yet a 6-year-old can understand it. It has an emotional heft, even as it toggles between humor, outrage, tenderness and love. It can be boiled down into one friggin’ word(!) It’s, it’s, it’s just…awesome.
Now, an important disclaimer for the cynical among you. I too think that it’s easier to “sell” unhate than to sell a detergent, or a motor oil. The benchmark of difficulty is not terribly high. I get it. But…the trick is always in the doing, and these guys have done it, as far as I’m concerned. I grew up with Benetton being a big deal, and the campaigns were iconic and groundbreaking even back then. This one I think recaptures that style, and we shall see if it helps bring the brand back into the global limelight. I can bet you that you will be seeing/reading/hearing about this campaign more in the next week/month than anything other campaign out there, by far – so that’s a start. This was done by Fabrica, their in-house agency in Treviso, in partnership with Sunnyand72 in Amsterdom. Awesome stuff, guys! More to come, I’m sure.
PS – The mini-film deserves extra commentary: whereas the print is very iconic and you get it right away, the film shows the fine line between love and hate, and it teeters back and forth in a way which is beautiful in its subtlety…it keeps the mind guessing the entire time. It’s so unconventional and just, cool. Don’t you think?