A kiss is an international symbol of love, acceptance, and
romantic fervor. But for Italian advertising agency Fabric Treviso, the symbolic act has a deeper political
meaning - it cannot only stamp truce and reconciliation, it can likewise help
rebuild nations. In its "Unhate" print ads for United Colors of
Benetton, the agency showcases political figures - the likes of US President
Barack Obama and Venezuelan President Hugo Chavez, for example - in a
lip-locked moment, albeit digitally-enhanced. The Unhate Foundation "seeks to contribute to the creation of a new culture against hate, building on Benetton's underpinning values."
The controversial print ads recently won
the sole Grand Prix for Press in the Cannes International Festival of
Creativity.
Ad Title: (from top) Unhate (Palestine and Israel), Unhate (USA and Venezuela), Unhate (Germany and France)
Ad Agency: Fabric Treviso
Client: United Colors of Benetton; Unhate Foundation
Click the link to view the complete list of Press Lions winners.
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