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UNHATE by Benetton – The Power Of A kiss

This is probably the most powerful campaign I have seen in a very long time. So powerful, it got me emotional and hopeful. The UNHATE communication project by Benetton is a series of coordinated initiatives and events that started on the 16th of November, 2011.

“The central theme is the kiss, the most universal symbol of love, between world political and religious leaders, such as: Barack Obama and Chinese leader Hu Jintao; Pope Benedict XVI and Ahmed Mohamed el-Tayeb, Imam of the Al-Azhar mosque in Cairo, & the Palestinian president Mahmoud Abbas and the Israeli prime minister Benjamin Netanyahu.

These are symbolic images of reconciliation – with a touch of ironic hope and constructive provocation – to stimulate reflection on how politics, faith and ideas, even when they are divergent and mutually opposed, must still lead to dialogue and mediation.”

Read the amazing words of Alessandro Benetton below. Enjoy…xx

While global love is still a utopia, albeit a worthy one, the invitation ‘not to hate’, to combat the ‘culture of hatred’, is an ambitious but realistic objective. ‘At this moment in history, so full of major upheavals and equally large hopes, we have decided, through this campaign, to give widespread visibility to an ideal notion of tolerance and invite the citizens of every country to reflect on how hatred arises particularly from fear of ‘the other’ and of what is unfamiliar to us. Ours is a universal campaign, using instruments such as the internet, the world of social media, and artistic imagination, and it is unique, in that it calls the citizens of the world to action. At the same time, it fits perfectly with the values and history of Benetton, which chooses social issues and actively promotes humanitarian causes that could not otherwise have been communicated on a global scale, and in doing so has given a sense and a value to its brand, building a lasting dialogue with the people of the world.” Alessandro Benetton.


Benetton obviously wanted to get people talking, and as an ad campaign this was a giant success. It's controversial, without a doubt, but it doesn't really showcase the fact that Benetton is an apparel company. Maybe they should've put everyone in a signature Benetton sweater.

Lena's Blend
Lena's Blend

Personally I found this campaign to be shockingly distasteful and very disrespectful to the subjects used in their ads. I'm not feeling this one at all.