Thursday, November 17, 2011


I guess most of you have already heard of Benetton's latest campaign which caused a lot of buzz because one of the campaign photos showed the Pope kissing an Imam. They retracted the photo now because the Vatican put a lot of pressure on the company. The campaign is titled UNHATE CAMPAIGN and was created by Benetton with the aim of contrasting the culture of hatred and promoting closeness between peoples, faiths, cultures and the peaceful understanding of each other's motivations. They also created the UNHATE foundation that seeks to contribute to the creation of a new culture of tolerance, to combat hatred, building on Benetton's underpinning values. The UNHATE CAMPAIGN's central theme is the kiss, the most universal symbol of love, between world political and religious leaders, such as: Barack Obama and Chinese leader Hu Jintao; Pope Benedict XVI and Ahmed Mohamed el-Tayeb, the Imam of the Al-Azhar mosque in Cairo; the Palestinian president Mahmoud Abbas and the Israeli prime minister Benjamin Netanyahu and German chancellor Angela Merkel and French president Nicolas Sarkozy amongst others. Benetton is known for their provocative campaigns which have caused many controversies in the past and the UNHATE CAMPAIGN will be discussed at least as much as the company's campaigns in the 90's that were showing AIDS patients, child labor and oil-polluted ducks. I think the Vatican could have shown a little more tolerance and understanding for the campaign photo but they proved once again that they're still not past the middle ages and just too far away from modern times. After all the photo represents what all religions should stand for: Tolerance, Peace, Understanding and most important of all Love! What do you think of the campaign and the controversial photos?