UNHATE, the United Colors of Benetton communications campaign featuring world leaders with different world views kissing, has received the best international print campaign award—Press Grand Prix at the Cannes International Festival of Creativity.
Launched in November 2011, UNHATE was United Colors of Benetton’s first integrated communication project, and included wo innovative online applications: Unhate Kiss Wall, which randomly chooses the pictures uploaded to the site by individuals, and unites them in a passionate kiss; and Unhate List, a Twitter-based list of the things and people that are not hated, which is constantly updated by visitors .
The campaign made a significant impact on the international community, reaching a total of 500 million users worldwide. In addition to the huge interest shown by traditional media – more than 3000 articles and 600 TV reports in 60 nations – in the first few weeks the campaign became one of the top five Google and Twitter topic trends and generated a 60% increase in the number of fans on the brand’s Facebook page.
The Chairman of Benetton Group Alessandro Benetton, said: “This first award at the Cannes Festival fills us with pride and satisfaction. With the UNHATE campaign we wanted to send a message about the need to overcome the culture of hate, through dialogue and the understanding of differences. To convey this we opted to use the most democratic and modern media, those most coherent with our message, which would allow us not only to reach the largest number of people, but also to engage with people, and especially the young, through online interaction”.