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Unhate, Vatican-Al Azhar

Campaign
Agency Network: 
Published/Aired: 
November 2011
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Views
28000
Benetton:  Unhate, Vatican-Al Azhar

Description

The Pope and Ahmed Mohamed el-Tayeb, Imam of the Al-Azhar mosque in Cairo

Print advertisement created by Fabrica, France for Benetton, within the category: Fashion.

Caption

Unhate
United Colors of Benetton.
Supports the Unhate Foundation
unhatefoundation.org

Advertising Agency: Fabrica, Italy
Creative Directors: Carlo Cavallone, Eric Ravelo
Designers: Robert Nakata, Paulo Martins
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Highest Rated

Nike Diesel's picture

Try any religion. They're all screwed up in their own way...

Nike Diesel
Activity Score 13720
Art Director
ACreativeSpirit's picture

will be interesting to see the reaction to this one. might generate more hate than "unhate" from religious extremists

ACreativeSpirit
Activity Score 179
Creative Director |

Always try to be unique even when forced to conform.

mohamadtahtawy's picture

Yea I think it will bring a fireback on them, I have already posted on my FB and it was mix between hatred and neutral

mohamadtahtawy
Activity Score 2
Creative Director at MTadv |

MT

ACreativeSpirit's picture

i have to say i was surprised the first reaction came from the pope.... well no i guess not surprised. lets hope the feedback no matter how angry doesn't turn violent

ACreativeSpirit
Activity Score 179
Creative Director |

Always try to be unique even when forced to conform.

erikbajak's picture

Agree...

erikbajak
Activity Score 9
Art Director at Spondylus Publicidad
MicheleVirgilio's picture

Great campaign

MicheleVirgilio
Activity Score 2617
grafigkn's picture

What does that mean.

grafigkn
Activity Score 2
Graphic Designer
Shawali's picture

I can already hear some bigot's head exploding...

Shawali
Activity Score 8440
Art Director at freelance visual creative/Paris, France |

No one cares about child labor, eye donation or saving the Earth: NO PSA!!! http://adsoftheworld.com/forum/135094

NicoCiego's picture

Smart and very brave. I love it!

NicoCiego
Activity Score 1033
Art Director at Quezon City Philippines
P26's picture

this one is the boldest of the series..

P26
Activity Score 44
raz73's picture

the idea was good but playing on religion???????!!!!! so wrong

raz73
Activity Score 4
JWT
makelogobigger's picture

why not religion? religion also is an industry like politics and business.

makelogobigger
Activity Score 470
Copywriter
Temple's picture

This one was actually withdrawn. In any case, the campaign is vintage Benetton.

Temple
Activity Score 11341
Creative Director
ÖzgürBeyinFikirleri's picture

not really clever job... but impact

ÖzgürBeyinFikirleri
Activity Score 48
Copywriter at WBR İstanbul
Gogan7's picture

Yes, this image has been withdrawn today. I cannot think that the brand could not imagine what it would have happened.

Gogan7
Activity Score 4
Queue's picture

I am a Muslim and also from Cairo, and throughout my life I did not think that wanting to offend non-Muslims, even if once the design or any other idea at all.

My religion is Islam, because he told me good treatment of non-Muslims, and ordered by God Almighty and commanded by the Prophet Muhammad peace be upon him.

Please delete this idea is offensive to you by one of the flags, a Muslim imam of Al-Azhar

Read more about Islam and I'm sure you will change your thinking about Islam and Muslims.

please see this...

LasT Breath

http://www.youtube.com/watch?v=BBQrRlGapCs&feature=related

http://english.islamway.com/

http://www.youtube.com/watch?v=CjERTe1Z_sY&feature=related

Khalid

Queue
Activity Score 4
micabdo's picture

Thanks for posting this :D

micabdo
Activity Score 25
Photographer |

Mic

blacksmurf's picture

luckily, this ad is not a person :D

blacksmurf
Activity Score 200
Art Director |

easy to say "art director".

vijayalakshmi's picture

Benetton has balls.

vijayalakshmi
Activity Score 4
Lowe Lintas
PDF's picture

thx a lot benetton for this ad...you're selling love, but integrist won't understand this ad unfortunatelly although their religion told them to love people ! They will only see a provocation ad...how dumb are they !

PDF
Activity Score 66
Takmelius's picture

Seriously?! This promotes love?? Please explain how? How an image of two conflicting leaders, who aren't homosexual, kissing each other on the mouth promotes love? You think people with decades of bottled up hate and anger caused by injustices on both sides were just waiting for Benetton to tell them, "Come on guys, let's kiss each other on the lips and make up!" ...what are you, four?!?!?

Takmelius
Activity Score 205
Creative Director
Roger Keynes's picture

Love is a braver thing to do than hate, Takemelius.

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

Takmelius's picture

Yes, and it's stronger than thunder!
Dude, wake up, put down the doobie, take off those heart shaped glasses and smell the tear gas. We're way past Mills and Boon.
Most people don't even see this as an expression of love. This is how they see it:

http://commentisfreewatch.files.wordpress.com/2011/01/9133632830.jpg

Takmelius
Activity Score 205
Creative Director
aroundtheworld's picture

What else could be expected of Benetton+ Oliviero Toscani working together? Ads are shocking, interesting but unrelated to the core of Benetton. They continue to deliver campaigns that have no clear message and has nothing to do with their brand+products. They have tried this before and failed, why would they think that doing this again would work?

aroundtheworld
Activity Score 2
mshady's picture

I don't see how this could be impressive communication. It's cheap advertising. Being provocative is an easy job. Using religon to be provocative is even easier. I don't see how mouth kissing could be about "unhate". I believe Benetton are just desprate for attention but needed to cover it with a fake message that would deceive superficial people for a cause.

mshady
Activity Score 5
Account Director
Roger Keynes's picture

The great ideas always polarise... and have the 'black' and 'white' elements...

great advertising-beyond-advertising, Benetton.

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

sahooora's picture

Not all smart ideas that challenge societies work well all over the world... it may be viewed as excellent work in France but no way this could work in the Middle East
I'm just wondering what the showcased figures have to say about this?

sahooora
Activity Score 2
Art Director
Roger Keynes's picture

Pulled in Australia (and globally?) due to Vatican legal threats.

Love, peace, compassion, humanity, respect... my arse.

Hmmm... Christianity.

Now there's one fucked up brand.

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

Nike Diesel's picture

Try any religion. They're all screwed up in their own way...

Nike Diesel
Activity Score 13720
Art Director
makelogobigger's picture

How dare you insult the holy church? ! how dare you? you know that the earth is only 2011 years old. dinosaurs did not exist. there are no other religions in the world. see.

makelogobigger
Activity Score 470
Copywriter
Nike Diesel's picture

Sure thing, buddy. See you on the other side.

Nike Diesel
Activity Score 13720
Art Director
kak009's picture

Fantastic Insight, bad expression (i.e. Obvious and Literal execution), UCB should stick with their usual Creative geniusness.

kak009
Activity Score 21
Art & Intractive pro
joelapompe's picture
joelapompe
Activity Score 3944
jackcoooper's picture

benetton have balls

jackcoooper
Activity Score 93
Graphic Designer
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