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.
The Uniting Countries 1985 Campaign
Showing the unification of countries through they usage of the countries flags.
The Uniting Cultures 1986 Campaign
The Uniting Countries 1987 Campaign
The 1989 Black and White Campaign
In this campaign they shocked the public with they photography where black and white are united.
United Colors 1990 Campaign
Yet again the express that all the colors are united and also using the multi-racial theme.
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.
The Olympic Games 1991 Campaign
This is an awareness campaign for HIV of the Olympic Games.
The 1992 Real Life Campaign
Showing real life events that happens around the world.
The HIV 1993 Campaign
An awareness campaign about HIV.
The Food For Live Campaign 1996
Making the public aware that there are people in the world that needs food.
Sentence to Death Campaign 2000
Depicting criminals that are on death row.
Volunteer Campaign 2001
James and Other Apes Campaign 2004
They depicted different apes in the campaign.
Microcredit Africa Works Campaign 2008
Showing the public the different kinds of physical work that Africans do.
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.
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.
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.