White, Black, Yellow United Colors of Benetton, 1995
Italian photographer Oliviero Toscani was the creative director of brand communication for United Colors of Benetton and shot for the brand from 1982 to 2000. He created some of the most controversial and thought-provoking advertisements that connected Benetton to a variety of social issues. Several human rights organizations asked to use Toscani’s work to further their goals, such as SOS Racisme, a French NGO. Toscani’s photos of death-row inmates meant Benetton became known the world over for supporting the abolition of capital punishment. “All I’ve done is put a news photo in the ad pages,” said Toscani in an interview with TIME magazine. In 1993, commenting on the photographer’s use of reportage in advertising, David Bowie wrote the lyric: “Getting my facts from a Benetton ad.”
Game Changers. 60 years of The Cannes Lions International Festival of Creativity— The campaigns that changed advertising forever, 312 pages $ 69.99 / € 49.99 / £ 44.99
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