Unhate, the famous united colors of Benetton campaign, won the Press Grand Prix, the price for the world best press campaign at Intenational Festival of creativity in Cannes.
Designed by Fabrica, the communication research center of Benetton Group, in collaboration with 72and sunny, Unhated since its launch in November 2011 has been especially high lighted for the image of the kiss between the Pope and the Imam, and obtained a strong international success reaching over 500 million users worldwide. Well integrated between old and new media, the campaign has registered more than 3,000 articles and 600 television services in 60 countries, has emerged in the early weeks in the Top 5 on Google and Twitter trend topics and has led to an increase of 60% of fan page on Facebook brand.
“With Unhate – said chairman Alessandro Benetton, Benetton Group – we wanted to send a message on the need to overcome the culture of hate through dialogue and understanding differences. To do so we wanted to use the media more consistent with the message, the more democratic and modern, which would allow us not only to reach the highest number of users, but also to engage them, particularly young people. ”
The campaign also supports Unhate Foundation, which aims to organize concrete steps to fight the culture of hatred.