The United Colors of Benetton Campaigns

In this post I will be documenting the United Colors of Benetton campaigns from 1980's to 2000's. Throughout I will also comment on the changes and so on of the Benetton brand.

Firstly there's:

This was one of their earlier campaigns done for Spring/Summer 1982. While nothing may seem particularly peculiar about this image of an ordinary white man in some casual clothes with a simple green logo the actual changes will be more apparent as we go on.

Secondly there's:

This was one of their earlier campaigns done for Autumn/Winter 1982. Here the idea to cater is made clear by both the childish fonts below as well as the over all playful nature of the image of children being children. Lastly the skew logo also goes a way into completing the playful nature of the ad.

Thirdly there's:

This is another their earlier campaigns done for Autumn/Winter 1983-84. In this again they are simply advertising their clothing. They continued to use the playful skew logo however.

Fourthly there's:




This was an interesting campaign they did in 1989. In this campaign it seems to be less about selling their clothes line and more about promoting equality and there by promoting the brand itself. Here two men one African and the other Caucasian are cuffed to one another. The idea seems to be that both can be guilty of a crime regardless of race. The theme of racial equality seems to play through much of their following campaigns.

Fifthly there's:




This was another campaign done in 1990. Again the theme of racial equality comes into play once again in this one. Here two women of different race seem to be taking care of a child of yet another race implying that while people may have a different race or sexuality they will always be able to take care of one another.

Sixth there's:



This was a campaign done during the year of 1994. Here the subtle image of the word aids can be made out of a collage of images of people. The idea here seems to not only racial equality but also the fact that anyone regardless of race or creed can be infected with aids.

Seventh there's:



Here is a campaign from 1996. Here is another campaign on racial equality. The idea here is simply that all races have the same hearts.

Eighth there's:



This was a campaign done in 2001. This campaign seems to be more about promoting the good deeds of Nelson Gomez which the company finds admirable.

All images can be found here: http://www.benettongroup.com/40years-press/img_our_campaigns.html