Creativity

Find Out Why Benetton Is 'Stoning' This Woman With Petals

Fashion Brand Links With UN Women to Make Anti-Violence Statement

Published on Nov 25, 2014

Editor's Pick

Benetton is known for its outspoken advertising, often on political matters -- and in its latest campaign it re-enacts the "stoning" of a woman. Only in this case, the objects hurled are not rocks, but petals.

The campaign, released today (Nov. 25) to mark the UN International Day for the Elimination of Violence Against Women, supports UN Women (whose clever interactive campaigns have also highlighted gender inequality). In the short but powerful spot, a women kneels in the middle of the desert, surrounded by a circle of men. As they uncurl their fists, they start to cover her in petals.

The Italian fashion brand's in-house agency Fabrica created the spot, and has also designed an art installation featuring a series of metal plates that represent the faces of women that have been assaulted and disfigured. The artworks will be auctioned, with the proceeds donated to UN Women.

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About

Credits

Date
Nov 25, 2014
Agency:
Fabrica
Client:
Benetton / UN Women
Production Company:
The Lover
Production Service:
Nunchaku
Director:
The Lover
Director:
Nico Kasakoff
Cinematographer:
Carlos Veron
Executive Producer:
Juan M. Menvielle
Producer:
Julian Castro
Production Manager:
Natalia Pagura
Location Manager:
Martin Iturri
Art Director:
Mauro Do Porto
Wardrobe Stylist:
Maximiliano Patko
Grip:
Velez Grips
Gaffer:
Agustin Roca
Steadicam:
Nicolas Mayer

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