Creativity

Benetton: Unhate -- Abbas/Netanyahu

K-i-s-s-i-n-g.

Published on Jun 20, 2012

Editor's Pick

Benetton is going for shock value in its latest ad push, which shows major world leaders, including Barack Obama, Hu Jintao and Benjamin Netanyahu, kissing. And not just any old peck. It's a full head-tilted, eyes-closed sort of deep smooching. Agency is the Italian Fabrica, in partnership with MDC Partners' 72andSunny.

The ads will run in select print magazines and are also part of an outdoor campaign. There is also a "Kiss Wall" where people can upload pictures of themselves kissing and a short film about spreading love, not hate.

Check out a behind the workon the campaign.

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About

Credits

Date
Jun 20, 2012
Agency:
72andSunny
Client:
Benetton
Creative Direction, 72andSunny:
Carlo Cavallone
Agency:
Fabrica
Creative Direction, Fabrica:
Eric Ravelo
Creative Director/Designer:
Paulo Martins
Design Director/Partner:
Robert Nakata
Brand Director:
Judson Whigham
Brand Manager:
Frederic Point
Print Producer:
Maria Perez
Designer:
Wendy Richardson
Retouching:
Loupe Digital Imaging
Retoucher:
Gareth Jones
Retoucher:
Guillaume Koening
Film Producer:
Ellen Pot
Director/Film Production:
Sam Baerwald
Prod. Co.:
Identity
Director:
Laurent Chanez
Exec Producer:
Joe Masi
Line Producer:
Claire Barnier
DOP:
Arnaud Potier
Post Production:
Mikros Image
Editor:
Mario Battistel
Exec. Producer:
Fabrice Damolini
Post Production:
Elise Dutartre
Post Producer:
Sandrine de Monte
Color Correction:
Sébastien Mingam
Music and Audio Mix:
Kouz Productions
Executive Producer:
Grégoire Couzinier
Executive Producer:
Thomas Couzinier
Composer/Arranger:
Frederic Kooshmanian
Sound Engineer:
Bruno Porret
Musician:
Anne Gravoin
Musician:
David Braccini
Musician:
Emmanuel Blanc
Musician:
Ericmaria Couturier

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