Tool: Advertising Canvas
Everyone has seen the visuals of the last Benetton campaign, or has heard of it, or has been in the midst of a debate about the relevance or not of such a provocation. But what you may not know is that the Urban Act agency was chosen to deploy this critical and sensitive campaign on the French territory!
Benetton is as famous for its products as for its communication, because it makes a splash at every major worldwide deployment. In its last campaign, the brand did not fail to the rule. The visuals of kisses between world leaders have caused scandal and generated a huge buzz around the world!
The Pope hugging the Imam of Cairo, or even languorous kisses between Angela Merkel and Nicolas Sarkozy or between Obama and the Chinese leader, Benetton's visuals produced the expected shock wave and sparks debate throughout the world.
This Guerrilla Marketing operation was carried out simultaneously in New York, Rome and Tel Aviv. For the French part, Urban Act has relied on its perfect knowledge of the city and Guerrilla Marketing mechanics to quickly and efficiently deploy these highly sensitive visuals. Concretely, it was a matter of advertising canvases in Paris, in very specific districts: Sacré-Cœur, Place de la Bastille, Place de la Concorde and Boulevard Haussmann.
The deployment of this Guerrilla Marketing campaign was an opportunity for Urban Act teams to see that public's welcome was benevolent. This is probably for two reasons, the first relates to the positive message of hatred refusal put forth by the Benetton creation. Perhaps the second reason lies in the climate of mistrust that wants the general public to see with a good eye all that hurts the leaders of the world, guilty in the eyes of the greater world, to lead the planet in multiple political, ecological and economic crises.
The "unhate" campaign raised a huge buzz on the web and in the media where there was a general outcry at the beginning, before the latter joined the general public by recognizing the campaign has a positive essence and a saving transgression!