1991:Oliviero Toscani’coming
After many year of “simply” advertising, Benetton decided in 1990 to change the deal. The brand prefers to hilight huge messages through its ads thanks to the famous Oliviero Toscani who makes the promotion of the ethnical variety by a series of childish but heavy photos of sense: the agreement is possible beyond the difference. . For exemple, it raises several subjects as the immigration, the races, the ecology, the AIDS, the religion, the sport, the journeys, the war, the health…
Consequently, the brand decides to relegate its products in the background of its advertisements.
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