As everybody knows Benetton is well-known for its creative as well as controversial campaigns on hot matters. Its last one includes a series of posters featuring world political and spiritual leaders with lips locked to launch the UNHATE project.
At first Benetton, claimed that the polemic material, is inviting "the leaders and citizens of the world to combat the 'culture of hatred'". But the picture showing The Pope and Ahmed Mohamed el-Tayeb, Imam of the Al-Azhar mosque in Cairo, kissing eachother obligued the company to withdrawn the poster and apologize.
What is your opinion? Do you think Benetton's campaigns intent to denounce social matters or are just commercially focused to call for attention on its products? Do you agree with the direct exhibition this type of aggressive material?
Read the following article on the matter. Work in pairs and look for a shocking campaign photo and get ready to talk about it. What is the aim of the campaign? Why that image? Is it a good strategy using it? Why?
