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| 08.10.04 | |
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Benetton turns spotlight on mistreatment of
apes
Links with Jane Goodall
Institute and features apes in its latest campaign.
| Benetton, the Italian clothing firm, presented its new
advertising campaign to the press at a conference held at the Natural History Museum in
London, on Thursday October 7th. Why the venue? Well, says Italian ad industry newsletter Daily Media, the firm has linked with the Jane Goodall Institute to put the spotlight on the mistreatment of primates, which feature throughout the campaign in place of humans and in place of clothes. |
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| "Arron", 11 months, male, born in Cameroun; "Fizi", two years old, female, Congo; "Bonny", five years old, Indonesian. The list goes on and the common denominating factor, Daily Media says, is violence and pain. The eyes of each one of them tell a personal story of suffering and an individual identity. They are primates - gorillas, chimpanzees, urang-utans - and they are the leading characters in the new communications campaign by United Colors of Benetton, photographed by James Mollison. The Veneto-based company's campaign will start to air on October 15th, Daily Media says, with a media plan designed by Benetton itself. After 'Food for Life' in 2003, the famous brand has unveiled a new approach which is designed to form part of a larger project which was unveiled yesterday, in London, in the Natural History Museum by Paolo Landi, Benetton's advertising manager, and Jane Goodall, the renowned primatologist and environmental campaigner who, through her institute, is supporting the Benetton inititative. The portraits of the primates will appear on posters in most capital cities worldwide for a number of weeks, backed by a budget of 6 million euros, as well as being published in book form. They will also be displayed in an exhibition at the Natural History Museum from May to September 2005 and in all Benetton's 5,000 outlets, where visitors will be able to buy T-shirts, part of the price of which will contribute to the activities of the Jane Goodall Institute. To read a fuller version of this story for yourself, in Italian, click here. To read about the initiative on Benneton's own website, in English, click here. |
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