Month: April 2014

The United Colors of Benetton Campaign history

The Colors of Benetton is a family business that was created in 1965 and in 1969 the first Benetton store was opened.  In 1980 they opened the first store in America in New York City.

The retail clothing store United Colors of Benetton has the most interesting history when it comes to the advertisement campaigns.  Throughout each campaign they wanted to shock the public and they do so by using photography.  Their main idea is to use shock-advertising.  In their advertisements they deal with issues that was maybe big new during that year, issues that people don’t really want to talk about or deal with like HIV, wars and even hunger.  I believe that they hope that they the world could be united one day regardless of your race, culture and background.  Some of their campaigns has nothing to do with clothes, you do not even get the idea of clothes like the Ebony and Ivory campaign or the Olympics Game campaign.  However from the begging of the company used shock-advertising it is just in the begging they were more subtle, where as the years progressed they started to use photography of naked people like the HIV campaign.

All are United 1984 campaign

Everybody is united by the Colors of Benetton.  No matter your race, culture or sex.

All are United 1984

All are United 1985

 

All are United 1984

All are United 1984

All are United 1984

All are United 1984

The Uniting Countries 1985 Campaign

Showing  the unification of countries through they usage of the countries flags.

Uniting Countries 1985

Uniting Countries 1985

Uniting Countries 1985

Uniting Countries 1985

Uniting Countries 1985

Uniting Countries 1985

The Uniting Cultures 1986 Campaign

Uniting cultures

Uniting Countries 1986

Uniting Countries 1986

Uniting Countries 1986

Uniting Countries 1986

The Uniting Countries 1987 Campaign

Uniting Cultures

Uniting Countries 1986

Uniting Countries 1987

Uniting Countries 1986

Uniting Countries 1987

The 1989 Black and White Campaign

In this campaign they shocked the public with they photography where black and white are united.

Black and white 1989

Black and white 1989

 

Black and white 1989

Black and white 1989

Black and white 1989

Black and white 1989

Black and white 1989

Black and white 1989

United Colors 1990 Campaign

Yet again the express that all the colors are united and also using the multi-racial theme.

United colors 1990

United colors 1990

United colors 1990

United colors 1990

The Ebony and ivory 1991 Campaign

Ebony and ivory, again taking on the idea of black and white united.  one ad that I really found interesting in the campaign was that of the three girls because the colour of their tongues are the same.

Eborny & Ivory 1991

Ebony & Ivory 1991

Eborny & Ivory 1991

Ebony & Ivory 1991

Ebony & Ivory 1991

Ebony & Ivory 1991

Eborny & Ivory 1991

Ebony & Ivory 1991

The Olympic Games 1991 Campaign

This is an awareness campaign for HIV of the Olympic Games.

Olympic Games 1991

Olympic Games 1991

 

Olympic Games 1991

Olympic Games 1991

The 1992 Real Life Campaign

Showing real life events that happens around the world.

Real Life 1992

Real Life 1992

Real Life 1992

Real Life 1992

Real Life 1992

Real Life 1992

Real Life 1992

Real Life 1992

Real Life 1992

Real Life 1992

The HIV 1993 Campaign

An awareness campaign about HIV.

HIV Campaign 1993

HIV Campaign 1993

HIV Campaign 1993

HIV Campaign 1993

The Food For Live Campaign 1996

Making the public aware that there are people in the world that needs food.

 

Food For Life 1996

Food For Life 1996

Food For Life 1996

Food For Life 1996

Sentence to Death Campaign 2000

Depicting criminals that are on death row.

Sentenced to death 2000

Sentenced to death 2000

Sentenced to death 2000

Sentenced to death 2000

Sentenced to death 2000

Sentenced to death 2000

Sentenced to death 2000

Sentenced to death 2000

Volunteer Campaign 2001

Volunteer 2001

Volunteer 2001

Volunteer 2001

Volunteer 2001

Volunteer 2001

Volunteer 2001

James and Other Apes Campaign 2004

They depicted different apes in the campaign.

James and other apes 2004

James and other apes 2004

James and other apes 2004

James and other apes 2004

James and other apes 2004

James and other apes 2004

Microcredit Africa Works Campaign 2008

Showing the public the different kinds of physical work that Africans do.

Microcredit Africa Works  2008

Microcredit Africa Works 2008

Microcredit Africa Works  2008

Microcredit Africa Works 2008

Microcredit Africa Works  2008

Microcredit Africa Works 2008

Its My Time Campaign 2010

Showing young people who take their lifes into their own hands, it is their time.  They have serious expressions on their faces, showing how serious they are about the situation.

Its My Time 2010

Its My Time 2010

Its My Time 2010

Its My Time 2010

Its My Time 2010

Its My Time 2010

Unhate Campaign 2011

The Unhate campaign is showing politicians from different countries kissing.  I believe that they wanted to depict world peace and it starts with our politicians.

Unhate 2011

Unhate 2011

Unhate 2011

Unhate 2011

Unhate 2011

Unhate 2011

Unemployee of the Year Campaign 2012

This is done quite well, because every one is dressed up ready for work but the only problem is that they do not have a work to go to meaning that they do not have an income.  The words unemployee of the year is interesting word usage, it could carry the meaning that if the could have had a work they could have been the employee of the year.

Unemployee of the Year 2012

Unemployee of the Year 2012

Unemployee of the Year 2012

Unemployee of the Year 2012

Unemployee of the Year 2012

Unemployee of the Year 2012

Links:

http://www.benettongroup.com/media-press/image-gallery/institutional-campaigns

http://www.pubenstock.com/2012/benetton-les-annees-toscani/

http://www.benettongroup.com/40years-press/40_years_timeline.html

http://www.ibtimes.co.uk/benetton-history-shocking-ad-campaigns-pictures-252087

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Conceptual Design

Conceptual design is taking a problem that is in the world or in you city and you give that problem or people a voice through design.  I found three interesting example, one of the examples is about woman abuse, the second about rhino pouching and the third about alcohol abuse.  I think that all of these ad campaigns are important because it gives a voice to the victims that suffer and it also shows people what is really happening in their country.

The Campaign about saving the Rhinos

We live in South Africa and it is a country that has a rich animal diversity however there is one animal that has been suffering for the last few years.  The campaign that they lunched for saving the Rhinos is a campaign which I which we can see more of because we need to save the species and if we don’t who will.  I always ask the question what about ten years from now will people be able to see the in real life or are they just going to be a memory and in photographs.  In the one poster the show the small rhino running next to an illusion of its mother but she was most probably slaughtered for her horn and now this small animal is out in the wilderness alone with no one to teach him or her how things work in life.

Blaine, S. 2013. SA, Vietnamese NGOs launch joint rhino campaign. Available: http://www.bdlive.co.za/national/science/2013/03/15/sa-vietnamese-ngos-launch-joint-rhino-campaign [Assessed on 4 April 2014]

The campaign about alcohol abuse

This campaign is about alcohol abuse during pregnancy.  I think that they went about an interesting way the show how bad the use of alcohol is when a woman is pregnant in each poster they show a person that  got the raw deal in life.  It is now up to the viewer to put his or his own meaning to it some might think that it is the pain that they child will go through in life because it can happen that they will not enter into the world normal, I think its a nice way to get people to connect on an emotional level because they do not know or understand how it feels if a child is like that.  Others might think that this is how the baby will end up when they are grown ups.  according to the website 35 % of people whose mother drank while they were pregnant will end up abuse drags, 50% have risky sexual behavior and 60 % end up being criminals.

FASD Prevention in South Africa. 2011.Available: http://fasdprevention.wordpress.com/2011/01/12/fasd-prevention-in-south-africa/ [Assessed on 4 April 2014]

The campaign about woman abuse

This campaign they did using billboards and boards on the side of the street that you would drive past every day.  It is a good platform that they used to get the message across because it is something that everyone will see because every one has to go to work or drive around getting items that they need.  They only made use of typography in this campaign, whit that copywriting also plays an important role.  they thought out a sentence and then the words a placed strategically which then can form a other word vertically just like a cross word pulse.  The words that they use are all words that mimics sound and movement to express fighting.  they only made use of three colours which is black res and white.

Nu Venture Media partners Salvation Army’s fight against women & child abuse. Available: http://www.network2media.com/index.php?option=com_content&view=article&id=3774%3Anu-venture-media-partners-salvation-armys-fight-against-women-a-child-abuse&Itemid=3 [Assessed on 4 April 2014]

 

 

 

 

 

 

 

 

Manifesto

A manifesto is an important thing because it can stipulate what you stand for and what your goals are. You declare what you want to change in the world and how people could benefit from it. If a manifesto is well writing people will have a clear understanding what you stand for, it is a document that that can go down in the history and people from another century can also read it and be impacted by it to change lives and what we stand for in life.

Reading the two Manifestos “An incomplete manifesto for growth” and “First Things First” I found that the growth manifesto was a lot easier to read because it is set out in point form. It was also interesting to read because it tells you how you can grow to be a better person in live. The manifesto “First Things First” was not as easy to read but I think that it was a far more intriguing manifesto because it is very close to home. They say that we should take the skill that we have developed and use it for better causes and not just advertising, product marketing and branding. They believe that we are so much more worth than that. In this manifesto they declare that they are going to start working on this to give their skills and experience to causes such as education, charity and social and cultural crisis’s.

I found another manifesto that was written by Jim Davies and it is about copywriting in design. In this manifesto the Davies has set out twelve points that designers should keep in mind when they are writing in design. The first point is quite true we are all different and we all have a different skill set or some of us might be better is something then others are and vice versa. He wrote that you should visualize how to text will look with the image and what typeface you will use. It is important how it looks as a whole and if it does look like a whole. You should also remember that you should always be yourself, he believes that if a designer is asked to design something it was because of who the designer is and what they can bring to the design. What’s also interesting about the manifesto is the hard advice that they give you, advice that you do not necessarily want to hear like to take critique because you can learn from it and don’t take it personally when someone does not want to use it. I think for a young designer or just starting out it would be interesting to read because you can learn from it and some of it might be thing that on one ever told you (A manifesto on writing for design).

Why the trouble of writing a manifesto? Why would it be important for you to write and publish a manifesto? When you write and publish a manifesto it is a verbal declaration that you make. It declares what the intentions, motives and views are of a person or group and the group could also include a political party of a government. The nature of a manifesto is usually artistic or political and it carries out the beliefs that the writer or writers have on changes that should be made (Wikipedia).

According to Redding a manifesto is intended to shock, inspire or even offend you. In the art world there is a few movements they each wrote their own manifestos to declare to the public what they want to achieve and what they stand for and what they wanted to change. These movements include Futurism, Dada and Surrealism to name but a few (Redding, 2010).

Bibliography

Davies, J. 2012. A manifesto on writing for design. Available: http://www.davidairey.com/writing-for-design/ [Assessed on 4 April 2014]

http://en.wikipedia.org/wiki/Manifesto

Redding, D. 2010. Art Manifestos and Their Applications in Contemporary Design. Available: http://www.smashingmagazine.com/2010/02/21/art-manifestos-and-their-applications-in-contemporary-design/ [Assessed on 4 April 2014]