72andSunny Amsterdam

Core disciplines: Advertising/Creative, Brand strategy, Digital


United Colors of Benetton - Making brands matter in culture.



Once known for tackling the most taboo social issues, Benetton had lost their distinctive tone and voice and become just another brand in a cluttered category. 


Bring Benetton back into a broader cultural conversation. Reclaim their relevancy as a disruptive marketer.


Deliver a simple and powerful disruptive message asking people to embrace tolerance and peace, and execute it with unignorable images and creativity.


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