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 1985

All are United 1984

The Uniting Countries 1985 Campaign

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

Uniting Countries 1985

The Uniting Cultures 1986 Campaign

Uniting cultures

Uniting Countries 1986

The Uniting Countries 1987 Campaign

Uniting Cultures

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

United Colors 1990 Campaign

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

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.

Ebony & Ivory 1991

The Olympic Games 1991 Campaign

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

Olympic Games 1991

The 1992 Real Life Campaign

Showing real life events that happens around the world.

Real Life 1992

The HIV 1993 Campaign

An awareness campaign about HIV.

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

Sentence to Death Campaign 2000

Depicting criminals that are on death row.

Sentenced to death 2000

Volunteer Campaign 2001

Volunteer 2001

James and Other Apes Campaign 2004

They depicted different apes in the campaign.

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

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

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

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.