The Italian Fashion brand Benetton has always made waves
around the world for its provocative and shocking advertising campaigns. Its most
well known campaigns include ‘Food for Life’, ‘La Pieta’ and the UNHATE
campaign. However, Benetton claims to be changing tact and wants the brand to
become more socially engaging, rather than shocking.
Benetton’s new campaign, called ‘Unemployee of the Year’,
raises the issue of youth unemployment. It consists of a short film, a printed
ad and a contest for young people to present a project in support of local communities, and the winning
entries will receive funding from Benetton.
This week
the 3rd Festival of Media LatAm was held in Miami, the only media
conference and awards ceremony dedicated to all the 23 markets in Latin America
recognising talent and creativity across the region.
This year’s theme Is Latin America fit to compete? addressed
the challenges faced by the region if it continues to grow and compete with
global brands.
Summer 2012 is now over.
London 2012 over, and the Olympic and Paralympic Games have been officially
handed over to Rio De Janeiro.
With BBC being the official
broadcaster of the Olympic Games and Channel 4 hosting the Paralympics, I
couldn’t help but notice how both channels created some fantastic Olympic and
Paralympic adverts. These were spectacular pieces of London 2012 branding
that not only showcased a range of Olympic and Paralympic sports; they were
showcases of the UK creative industries.
Last week saw the 23rd annual M&M Global Awards take place at London’s Grosvenor House Hotel and the best of media and marketing were there in their hundreds to celebrate the best campaigns of the year. The M&M Global Awards are the only awards recognising and rewarding the creativity and effectiveness of cross border advertising campaigns for global brands.
Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.
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