Innovative Ad of the Week: Benetton 'Clothes for Humans' (Global)
For the first time in the Italian clothing brand's history, United Colors of Benetton has this week unveiled a global campaign that will run across TV (Italy and India), cinema (Italy and Mexico) and digital media in Italy, India, Spain, France, Germany, Portugal, Greece and Mexico.
The 'Clothes for Humans' philosophy focuses on understanding moments and emotions in peoples' lives and creating clothes that empower them to make the most of those moments. "Clothing plays an important role in shaping our emotions. Every morning when we choose what to wear, we are deciding on our personality for the rest of the day and how we will emotionally respond to the situations we face," read a statement from Benetton.
Developed in collaboration with 180 Amsterdam, the underlying message of 'Clothes for Humans' is the brand's philosophy, which has already been translated into a global ad campaign, new website and series of in-store initiative and materials including a magalog (hybrid between magazine and catalog). Now it's videos.
The film campaign embraces honest human moments and emotions to show that Benetton truly understands people. A series of short 15" clips portrays authentic moments of real life, with the UCB FW 2016/17 collection of clothes being the real protagonists of the stories behind the emotions.
Check out the campaign video below and click here to watch the series of three videos.