United Colors of Benetton has launched Faces of Color, a new integrated campaign for the Spring Summer 2013 collection, featuring nine ambassadors for life and style, distinguished by their multiculturalism, cosmopolitan spirit and social commitment. The nine models commit themselves to the Unhate campaign: Kiera Chaplin, granddaughter of Charlie Chaplin, an active supporter of UNESCO, Dudley O’Shaughnessy, British former national welterweight boxing champion; Uruguayan chef Matias Perdomo, Californian Charlotte Free, known for her pink hair, Hanaa Ben Abdesslem, a model from Tunisia, Lea T, a Brazilian transsexual model; Alek Wek, a model from Sudan; Elettra Wiedemann, a model that loves ecology, Mario Galla, a German model with disabilities. The images from the campaign will become a limited edition T-shirt that will be sold across the world, online at shop.benetton.com and in flagship United Colors of Benetton stores. All proceeds raised from the sale of the T-shirts will be donated in support of the activities of the UNHATE Foundation.
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Benetton is extending the “color” theme into its web presence, with a new website that uses color-coded hashtags for pictures, posts, phrases and tweets from Instagram, Pinterest, and Twitter in an attempt to build an online community around the theme of color
The campaign was developed by Benetton’s in-house advertising agency, Fabrica, working with Italian creative studio Macsiotti.