AXE SQUARES

AGENCY: VEGAOLMOSPONCE, Argentina
Production Company: Rebolucion
CREATIVE GENERAL DIRECTORS: HERNAN IBARRA, WALTER AREGGER, HERNAN PONCE
CREATIVE DIRECTORS: RICARDO ARMENTANO/ANALIA RIOS
ART DIRECTOR: JORGE SARUDIANSKY

BENETTON: A PRAYER FOR THE VICTIMS

Following an history of controversial ads, Benetton is airing a new print campaign intended to support the Red Cross action for the victims of the Sichuan earthquake. The ad shows a tibetan monk and a chinese soldier praying for the victims. A message of peace and unity or a provocation? “Non vogliamo assolutamente prendere le parti di Cina o Tibet”, explained the company, “è un messaggio universale di pace, di convivenza e di pacifica coesistenza tra i popoli, non in favore di una o dell’altra parte”. In its magazine “Colors”, Benetton published 30 phoographs of the earthquake and prayers composed by monks. Like other campaigns launched by the italian company, it generates mixed sensations: a real interest for the destiny of the victims or a marketing trick?