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Unhate, Vatican-Al Azhar

Agency: 
Published/Aired: 
November 2011
Description: 

The Pope and Ahmed Mohamed el-Tayeb, Imam of the Al-Azhar mosque in Cairo

Print advertisment created by Fabrica, France for Benetton, within the category: Fashion.

Unhate
United Colors of Benetton.
Supports the Unhate Foundation
unhatefoundation.org

Advertising Agency: Fabrica, Italy
Creative Directors: Carlo Cavallone, Eric Ravelo
Designers: Robert Nakata, Paulo Martins

Comments (33)

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Highest Rated

ACreativeSpirit's picture
ACreativeSpirit
Activity Score 176

will be interesting to see the reaction to this one. might generate more hate than "unhate" from religious extremists

Always try to be unique even when forced to conform.

ACreativeSpirit's picture
ACreativeSpirit
Activity Score 176

will be interesting to see the reaction to this one. might generate more hate than "unhate" from religious extremists

Always try to be unique even when forced to conform.

mohamadtahtawy's picture
mohamadtahtawy
Activity Score 2

Yea I think it will bring a fireback on them, I have already posted on my FB and it was mix between hatred and neutral

MT

ACreativeSpirit's picture
ACreativeSpirit
Activity Score 176

i have to say i was surprised the first reaction came from the pope.... well no i guess not surprised. lets hope the feedback no matter how angry doesn't turn violent

Always try to be unique even when forced to conform.

erikbajak's picture
erikbajak
Activity Score 9

Agree...

MicheleVirgilio's picture
MicheleVirgilio
Activity Score 2617

Great campaign

grafigkn's picture
grafigkn
Activity Score 2

What does that mean.

Shawali's picture
Shawali
Activity Score 8442

I can already hear some bigot's head exploding...

No one cares about child labor, eye donation or saving the Earth: NO PSA!!! http://adsoftheworld.com/forum/135094

NicoCiego's picture
NicoCiego
Activity Score 1033

Smart and very brave. I love it!

P26's picture
P26
Activity Score 44

this one is the boldest of the series..

raz73's picture
raz73
Activity Score 4

the idea was good but playing on religion???????!!!!! so wrong

makelogobigger's picture
makelogobigger
Activity Score 470

why not religion? religion also is an industry like politics and business.

Temple's picture
Temple
Activity Score 11337

This one was actually withdrawn. In any case, the campaign is vintage Benetton.

ÖzgürBeyinFikirleri's picture
ÖzgürBeyinFikirleri
Activity Score 48

not really clever job... but impact

Gogan7's picture
Gogan7
Activity Score 4

Yes, this image has been withdrawn today. I cannot think that the brand could not imagine what it would have happened.

Queue's picture
Queue
Activity Score 4

I am a Muslim and also from Cairo, and throughout my life I did not think that wanting to offend non-Muslims, even if once the design or any other idea at all.

My religion is Islam, because he told me good treatment of non-Muslims, and ordered by God Almighty and commanded by the Prophet Muhammad peace be upon him.

Please delete this idea is offensive to you by one of the flags, a Muslim imam of Al-Azhar

Read more about Islam and I'm sure you will change your thinking about Islam and Muslims.

please see this...

LasT Breath

http://www.youtube.com/watch?v=BBQrRlGapCs&feature=related

http://english.islamway.com/

http://www.youtube.com/watch?v=CjERTe1Z_sY&feature=related

Khalid

micabdo's picture
micabdo
Activity Score 25

Thanks for posting this :D

blacksmurf's picture
blacksmurf
Activity Score 200

luckily, this ad is not a person :D

easy to say "art director".

vijayalakshmi's picture
vijayalakshmi
Activity Score 4

Benetton has balls.

PDF's picture
PDF
Activity Score 66

thx a lot benetton for this ad...you're selling love, but integrist won't understand this ad unfortunatelly although their religion told them to love people ! They will only see a provocation ad...how dumb are they !

Takmelius's picture
Takmelius
Activity Score 203

Seriously?! This promotes love?? Please explain how? How an image of two conflicting leaders, who aren't homosexual, kissing each other on the mouth promotes love? You think people with decades of bottled up hate and anger caused by injustices on both sides were just waiting for Benetton to tell them, "Come on guys, let's kiss each other on the lips and make up!" ...what are you, four?!?!?

Roger Keynes's picture
Roger Keynes
Activity Score 5498

Love is a braver thing to do than hate, Takemelius.

The Jobless Writer
Will Think for Salary

Takmelius's picture
Takmelius
Activity Score 203

Yes, and it's stronger than thunder!
Dude, wake up, put down the doobie, take off those heart shaped glasses and smell the tear gas. We're way past Mills and Boon.
Most people don't even see this as an expression of love. This is how they see it:

http://commentisfreewatch.files.wordpress.com/2011/01/9133632830.jpg

aroundtheworld's picture
aroundtheworld
Activity Score 2

What else could be expected of Benetton+ Oliviero Toscani working together? Ads are shocking, interesting but unrelated to the core of Benetton. They continue to deliver campaigns that have no clear message and has nothing to do with their brand+products. They have tried this before and failed, why would they think that doing this again would work?

mshady's picture
mshady
Activity Score 5

I don't see how this could be impressive communication. It's cheap advertising. Being provocative is an easy job. Using religon to be provocative is even easier. I don't see how mouth kissing could be about "unhate". I believe Benetton are just desprate for attention but needed to cover it with a fake message that would deceive superficial people for a cause.

Roger Keynes's picture
Roger Keynes
Activity Score 5498

The great ideas always polarise... and have the 'black' and 'white' elements...

great advertising-beyond-advertising, Benetton.

The Jobless Writer
Will Think for Salary

sahooora's picture
sahooora
Activity Score 2

Not all smart ideas that challenge societies work well all over the world... it may be viewed as excellent work in France but no way this could work in the Middle East
I'm just wondering what the showcased figures have to say about this?

Roger Keynes's picture
Roger Keynes
Activity Score 5498

Pulled in Australia (and globally?) due to Vatican legal threats.

Love, peace, compassion, humanity, respect... my arse.

Hmmm... Christianity.

Now there's one fucked up brand.

The Jobless Writer
Will Think for Salary

Nike Diesel's picture
Nike Diesel
Activity Score 13630

Try any religion. They're all screwed up in their own way...

makelogobigger's picture
makelogobigger
Activity Score 470

How dare you insult the holy church? ! how dare you? you know that the earth is only 2011 years old. dinosaurs did not exist. there are no other religions in the world. see.

Nike Diesel's picture
Nike Diesel
Activity Score 13630

Sure thing, buddy. See you on the other side.

kak009's picture
kak009
Activity Score 21

Fantastic Insight, bad expression (i.e. Obvious and Literal execution), UCB should stick with their usual Creative geniusness.

jackcoooper's picture
jackcoooper
Activity Score 93

benetton have balls

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