Benetton has taken casting for fashion catalogues on “It’s My Time“, an online global fashion community. Over 65,000 people have submitted their profiles to the site, competing for the chance to become one of the twenty people featured as models. The resulting interest in the brand has led Benetton to extend the campaign for the next fashion shoot. Members of the community are being asked to refresh their profiles with new content, with photographs, video and information about themselves. The site includes video content accessible using augmented reality. The casting campaign can be followed on Facebook and Twitter. Featured here are print advertisements from the recruitment drive, featuring members of the 20 models chosen for photographic sessions in New York.