Over the years Italian fashion brand Benetton had become famous for creating ground breaking campaigns highlighting human rights issues.
But people had forgotten that they also made clothes.
Clothes for everyday people. Living real lives.
I lead creative for the pitch winning concept ‘Clothes For Humans’ that was then developed into a brand campaign. Created to reposition, refocus and bridge the gap between the brands human rights activities and the humans who wear the clothes.
The Clothes for Humans message was implemented through brand coms, Retail, POS and publishing.
Photographer: Theo Werner