Campaign concept idea
and Creative Direction: Erik Ravelo
Client: United Colors of Benetton
Agency: Fabrica
Campaign concept idea
Creative Direction: Erik Ravelo
Client: United Colors of Benetton
Agency: Fabrica
WE. UNITED COLORS OF BENETTON
The campaign Idea is represented through an allegory: the camera shows a group of women standing next to each other and reveals that – although different in outfits, poses and hairstyles – they are actually the same person. It is a reference to the durability of Benetton clothing, which is handed down from generation to generation and boasts a potentially infinite life cycle. Indeed, wool is resistant to odors, durable over time, resists many washes and can be easily recycled.