The brand is hoping to build an online community entirely dedicated to colour. A “dynamic” digital platform and app will aggregate user-generated feeds with colour-hashtags, pictures, posts, phrases, from Instagram, Pinterest, Twitter to create magazine-style news.
The brand has appointed nine “global trend-setters” including Lea T, a transexual Brazilian model, and a disabled German model, to act as brand ambassadors. The campaign includes nine videos each focussing on one of the individuals and offering their own interpretation of colour alongside the fashion brand’s values.
Benetton has shifted away from controversial approach in recent activity such as its UNHATE campaign that saw it publish images that appeared to show Barack Obama and Venezuela’s Hugo Chávez kissing.
The press, online, and in-store campaign, launches in the UK at the end of January ahead of a global roll out. Digital activity launches in February.
The campaign will adopt different global personalities to feature in films and ads each season. The spring summer 2013 campaign also features Tunisian model and UNESCO activist Hanaa Ben Abdesslem, Kiera Chaplin, actress, model and granddaughter of Charlie Chaplin, Uruguayan chef Matias Perdomo and humanitarian campaigner Alek Wek.
Proceeds from a limited edition t-shirt will go towards Benetton’s UNHATE Foundation.