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United Colors of Benetton in support of UN Women - End Violence Against Women Now - Full version

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What is the history of the ad? What is behind the ad?
This ad is part of a campaign by United Colors of Benetton in support of UN Women (the United Nations agency that promotes gender equality and empowerment of women).
This comertial seeks to remind the world that women should no longer have to put up with discomfort, suffering or a life of misery: they should be able to choose to be themselves and not what their partners, men, religion or society would like them to be.

The goal of this campaign is to advocate international awareness of the need for concrete actions to support women and prevention programs, beginning with efforts to promote an education for young men and women that develops a culture based on recognition, respect for difference and equal opportunities.

Furthermore, in this advertisement is show a group of men "stoning" a woman with flower petals, in order to demostrate in a poetic way that women should be respected.

Why are this ads controversial or considered a TABOO?
This ads are controversial because it talks about gender equality, which it doesn´t exist in all cultures. For example, arabic people strongly believe in the ideology that women should stay at home taking care of the children, also they should fullfil society norms such as being on an arranged marriage like indian women.

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United Colors of Benetton - Face of the City (Sub. English)

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Power Her Choices: United Colors of Benetton ad campaign

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United Colors of Benetton - One Faith | #UnitedByPlay

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What is the history of that ad? What is behind that ad?
This ad was part of a global campaign, in collaboration with the United Nations Population Fund (UNFPA) and the Bill & Melinda Gates Foundation, to protect women from unintended pregnancies.

Findings from UNFPA report say that 214 million women lack access to modern contraceptives; in 2016, an estimated 770,000 girls, some as young as ten years old, became mothers, with devastating effects on their health and future;

The 'Power Her Choices' campaign hopes to raise awareness about global access to birth control and gain additional partners and signatories to this global commitment

Why are these ads controversial or considered a TABOO?
It is controversial because is a global issue, as knowadays abortion is not allowed in some countries, because of it´s belevings or ideologies.

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What is the history of that ad? What is behind that ad?
Under the label #UnitedByHalf, United Colors Benetton new campaign challenge social issues in India concerning the role of women. The campaign aims to give a wider voice to the social concerns faced by women across India, ranging from how they are expected to behave in relationships, to education and equal rights. First launched in India on Valentine's Day.

Why are these ads controversial or considered a TABOO?

This ad represents the deep rooted social taboos that still prevailed in India and other developing markets that see women less than men.

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What is the history of that ad? What is behind that ad?
It shows two groups of boys with one group dressed up in a Muslim stereotypical attire and the other group dressed in a Hindu Stereotypical attire. They are all shown to walk towards each other with aggression. People around them and even the viewers of the advertisement are made to think that there would be some sort of riot or feud between them. But in the end, they are shown to play cricket in an amicable fashion. Cricket unites them all. It is a United India, united by play.

Why are these ads controversial or considered a TABOO?
This ads are controversial because the Benetton Group wants to uncover and breaks the stereotypes between hindus and muslims, that it is not necessary that two different faith will always have an aggressive relationship. We need to find ways to unite different faiths, as they teach us to live in peace

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What is the history of that ad? What is behind that ad?
The name of this ad represents the slogan chosen byUnited Colors of Benetton to mark the renewal of its collaboration for the FW21 collection with The Woolmark Company, an Australian brand that over the course of more than fifty years has established itself as the global authority when it comes to wool. In addition to being soft and breathable, wool consumes less energy during washing and makes clothes on average more durable. This ad shows a group of people taking photos when they are old, young adults, kids and babies.
Why are these ads controversial or considered a TABOO?
This ad is consider controversial because the group of people that is taking the pictures are of different ethnicities, in order to break discrimination, and to show that all people can life together in harmony.

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What is the history of that ad? What is behind that ad?
In this ad, par of the ‘The Face of the city’ campaign, promotes United Colors of Benetton’ Carnival Collection. It´s faces represents the cities of  London, New York, Tokyo, Paris, Milan, Berlin and Paris and uses digital and analogue photography and production techniques.

For each capital, Benetton photographed a group of women, each of whom represented a different racial group. The portraits were then combined using an algorithm which ensured that the "proportion of each ethnicity was reflected through features such as skin tone, the shape of the eyes and nose, hair type and colour, as well as overall face shape".

Why are these ads controversial or considered a TABOO?
It is controversial because it includes racial and cultural diversity of the world's fashion capitals by creating composite images comprising the faces of several ethically diverse models, with the purpose of breaking stereotypes.

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What is the history of that ad? What is behind that ad?
The history of this ad, is that it states a marketing philosophy, where clothes play an important emotional role in our lives. Every morning, when we choose what to wear, we are deciding what our personality will be for the day ahead and how our feelings will be attuned to the different moments that await us

Why are these ads controversial or considered a TABOO?
This ad is controversial because shows diverse, genuine and expressive real people without need to be pressured by the norms of society

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The new Benetton Campaign by Oliviero Toscani

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What is the history of that ad? What is behind that ad?
In this ad, there is a class of twenty-eight children, which represent thirteen different nationalities, where the teacher tries to put them together by reading a story. The photographer Olivero Toscano says: “The future will hang on how, and to what extent, we use our intelligence to integrate with others and to overcome fear.”

Why are these ads controversial or considered a TABOO?
This ad is controversial because it result to be an effort to raise awareness on social issues pertaining to race and effectively promote the value of racial integration

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Bibliografía

- Clothes for humans. United colors of Benetton launches a brand new creative platform. (s/f). Benettongroup.com. Recuperado el 30 de enero de 2023, de https://www.benettongroup.com/en/media-press/press-releases-and-statements/clothes-for-humans-united-colors-of-benetton-new-creative-platform/

- COTW. (2016, septiembre 26). UCB - One Faith, an ad campaign that knocks into the most sensitive reality of India  Campaigns of the World®. Campaigns of the World®. https://campaignsoftheworld.com/tv/united-colors-of-benetton-one-faith/

- United Colors of Benetton [@benetton]. (2017, diciembre 1). The new Benetton campaign by Oliviero Toscani. Youtube. https://www.youtube.com/watch?v=S2_nURZdIQI

- United colors of Benetton controversial advertising campaign. (2023, enero 16). Ukessays.com; UK Essays. https://www.ukessays.com/essays/media/united-colors-benetton-controversial-advertising-1019.php

- Vun, J. (2016, febrero 5). Campaign: United Colors of Benetton “Face of the City” — jus vun - fashion, portrait, editorial photographer in Tokyo, japan and Paris, France. Jus Vun - Fashion, Portrait, Editorial Photographer in Tokyo, Japan and Paris, France. http://www.jusvun.com/news/2016/2/5/campaign-united-colors-of-benetton-face-of-the-city

- Fabrica. (s/f). Benettongroup.com. Recuperado el 1 de febrero de 2023, de https://www.benettongroup.com/en/the group/profile/fabrica/

- Safe Birth Even Here. (s/f). United Nations Population Fund. Recuperado el 1 de febrero de 2023, de https://www.unfpa.org/press/safe-birth-even-here

- United Colors of Benetton [@benetton]. (2012, septiembre 18). UNEMPLOYEE OF THE YEAR - the film. Youtube. https://www.youtube.com/watch?v=zKZ3w_Vg4o8

- United Colors of Benetton [@benetton]. (2014, noviembre 24). United Colors of Benetton in support of UN Women - End Violence Against Women Now - Full version. Youtube. https://www.youtube.com/watch?v=_lDncgUwor4

- United Colors of Benetton [@benetton]. (2016, junio 1). Safe birth even here. Youtube. https://www.youtube.com/watch?v=VOTfInh1IQY

- United Colors of Benetton [@benetton]. (2021, enero 22). #UnitedByCause. Youtube. https://www.youtube.com/watch?v=d_rHGiTSGhk

- United colors of Benetton and Un women: End violence against women now! (s/f). Benettongroup.com. Recuperado el 1 de febrero de 2023, de https://www.benettongroup.com/en/media-press/press-releases-and-statements/united-colors-of-benetton-and-un-women-end-violence-against-women-now/

- United Colors of Benetton launches UNEMPLOYEE OF THE YEAR. A new global communication campaign to support non-employed youth. (s/f). Benettongroup.com. Recuperado el 1 de febrero de 2023, de https://www.benettongroup.com/en/media-press/press-releases-and-statements/united-colors-benetton-launches-unemployee-year-new-global-communication-campaingn-to-support-non-employed-youth/

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What is the history of the ad? What is behind the ad?
This ad goal is in order to the United Colors of Benetton wants to send a positive message of hope to celebrate the ability of young people to find new, intelligent and creative ways of facing the problem of unemployment and finding their own unique solution.

The UNEMPLOYEE OF THE YEAR communication campaign is supported by a global set of communication activities that present also a series of portrait photos of NEETs (Not in Education, Employment or Training) below the age of 30.

This ad, is an unfiltered portrayal of the everyday life of four young NEETs. We see how they fight to find a job while at the same time fighting for their dignity, against indifference and stigma.

Why are these ads controversial or considered a TABOO?
These ads are controversial because  the project is being promoted by the UNHATE Foundation, aims to spread a positive message of hope and celebrate young people’s ingenuity, creativity, and their ability to create new smart ways of addressing the problem of unemployment.

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What is the history of that ad? What is behind that ad?
United Color of Benetton with UNFPA (United Nations Population Fund created this ad for the campaign (''Safe Birth Even Here'')

This campaign aims to make women’s health, safety and dignity a global humanitarian priority and mobilize action and funding to support women’s health in all humanitarian operations worldwide.

Today, 75 per cent of the world’s people affected by crises are women and children. When disaster strikes, women face increased risks to their health and well-being, due to loss of medical support, trauma, malnutrition and violence. Their vulnerability is even higher in times of pregnancy: 3 in 5 maternal deaths occur in countries affected by, or prone to, conflict or natural disaster.

Why are these ads controversial or considered TABOO?
This ad is consider controversial, because for being politically charged, as it refers to a war and for using images of women from war-torn and impoverished countries to sell clothing.

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These ads were created by ''Fabrica'' a communication research center. Founded in 1994 by Luciano Benetton and Oliviero Toscani.

Fabrica offers art residencies to creative talents - 25 years old or under - who experiment contemporary communication through a constant cross-pollination between different disciplines, such as photography, video, graphic design, design, music and digital.

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Luciano Benetton is an Italian businessman and one of the co-founders of the Benetton Group, a multinational clothing company. He founded the company with his siblings in 1965 in Ponzano Veneto, Italy. Under Luciano's leadership, the company became known for its innovative and socially conscious advertising campaigns, which were created in collaboration with photographer Oliviero Toscani. Benetton's advertising campaigns have often been controversial, using provocative images to address social and political issues, including race, AIDS, and war. Despite the controversy, the campaigns have been recognized as innovative and have had a significant impact on the world of advertising. Today, Benetton is a well-known global brand, with a presence in more than 120 countries.

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Oliviero Toscani is an Italian photographer and art director who is known for his controversial advertising campaigns. He is best known for his work with the clothing brand Benetton, for which he created a series of provocative and thought-provoking advertisements in the 1980s and 1990s. Toscani's advertising campaigns were designed to challenge societal norms and to provoke discussion about important social and political issues. He was a pioneer in using controversial images and provocative messages in advertising, and his work has been both celebrated and criticized. Despite the controversy, Toscani's advertising campaigns have been widely recognized as innovative and influential in the world of marketing and advertising.