The Drum Awards Festival - Official Deadline

-d -h -min -sec


By John Glenday, Reporter

December 1, 2017 | 2 min read

Benetton wild child Oliviero Toscani has returned to the fold with a new and surprisingly mellow campaign focusing on societal integration.

Famed for his graphic and arresting art style which produced classics such as religious leaders kissing and a new born baby still attached to an umbilical cord, Toscani has toned down his latest work which focusses on a class of 28 children representing 13 nationalities.

In just two photographs Toscani represents the diverse nature of the classroom by showing pupils inventively gathered around their teacher for a retelling of the classic tale of Pinocchio as part of the fashion brands focus on integration.

In a statement Benetton wrote: “These two images are the result of the first stage of a much larger project on the subject of integration, which Toscani will work on at Fabrica, Benetton Group's communication research centre.

“Toscani will also be involved with the image of the United Colors of Benetton brand, starting with a product campaign due to be launched in February 2018.”

Benetton is famed for its ‘shockvertising’ tactics but had sought to tone down its aesthetic in more recent years.

Advertising Benetton

More from Advertising

View all