Shock Advertising.
In my opinion, no one does it better than The United Colours Of Benetton.
Controversial? Yes. Relevant (to product) No.
Some argue that 'shock advertising' is a 'cheap' way to gain the publics attention.
But firstly, for those of you who are unaware, here is a little wrap up of Benetton ...
The Benetton group is a 'luxury' fashion label based in Treviso, Italy. The name comes from the Benetton family who founded the company in 1965. Benetton has around 6,000 stores in 120 countries.
Benetton was launched into the media with its now in/famous 'United Colours of Benetton' Campaign. Working with photographer Oliviero Toscani, campaigns were created using shocking images unrelated to the actual product being sold by the company.
The images were graphic, billboard sized ads, perhaps the most infamous, featuring the deathbed scene of AIDS activist David Kirby, in his actual dying moments, surrounded by his grieving family.
Below are some examples of previous Benetton campaigns. I'll leave you to make up your own mind ...
MC
Controversial? Yes. Relevant (to product) No.
Some argue that 'shock advertising' is a 'cheap' way to gain the publics attention.
But firstly, for those of you who are unaware, here is a little wrap up of Benetton ...
The Benetton group is a 'luxury' fashion label based in Treviso, Italy. The name comes from the Benetton family who founded the company in 1965. Benetton has around 6,000 stores in 120 countries.
Benetton was launched into the media with its now in/famous 'United Colours of Benetton' Campaign. Working with photographer Oliviero Toscani, campaigns were created using shocking images unrelated to the actual product being sold by the company.
The images were graphic, billboard sized ads, perhaps the most infamous, featuring the deathbed scene of AIDS activist David Kirby, in his actual dying moments, surrounded by his grieving family.
Below are some examples of previous Benetton campaigns. I'll leave you to make up your own mind ...
MC
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