Benetton’s new campaign
United Colors of Benetton has long been lauded for its innovative advertising campaigns, which celebrate cultural differences and diversity. Now the Italy-based brand is taking its model-casting international and virtual with It’s My Time, an online global casting competition to find the new faces of the 21st century, set to launch today and last until March 16. People from around the world are invited to upload photos and videos that illustrate their singular style and what makes them unconventional. Twenty winners will be flown to New York and featured in Benetton’s autumn/winter 2010 advertising campaign, under the lens of renowned photographer Josh Olins. Says the press release:
The new IT’S MY TIME campaign offers young people around the world a means of sharing their opinions, as well as a “place” to be noticed and a dream to aspire to. Through the open culture of social media, the blogosphere and citizen journalism, it promotes a radical freedom, enabling them to make the leap from objects to subjects. Benetton is giving an open invitation to take part in a revolution from the bottom, from one to many, that is both collective and individual.
