benetton unhate campaign features kissing world leaders
benetton unhate campaign features kissing world leaders benetton unhate campaign features kissing world leaders
nov 16, 2011

benetton unhate campaign features kissing world leaders

united colors of benetton advertisement featuring hu jintao, paramount leader of the people’s republic of china, with barack obama, president of the USA

united colors of benetton has just unveiled its new ‘unhate’ advertising campaign in a handful, of cities, featuring manipulated images that show unlikely pairings of international religious and political leaders kissing one another.

the ad campaign supports the company’s ‘unhate foundation‘ think tank and arts research center, designed to organize events and promote acts of intervention towards a more tolerant world. as its first series of actions, benetton organized the hoisting of large posters and projection of digital images of the controversial advertisements in public spaces in new york, milan, rome, tel aviv, and paris.

online, the organization’s ‘kiss wall‘ invites users from around the world to upload diptyched images that mimic kissing duos, alongside a message of tolerance and ‘unhate’.

‘what does ‘unhate’ mean? ‘un-hate. stop hating, if you were hating. unhate is a message that invites us to consider that hate and love are not as far away from each other as we think. actually, the two opposing sentiments are often in a delicate and unstable balance. our campaign promotes a shift in the balance.’ – alessandro benetton, executive vice president

ad featuring pope bendetto XVI with ahmed el tayyeb, imam of al-azhar mosque in cairo

north korea’s kim jong-ii and lee myung-bak, president of south korea

israel prime minister benjamin netanyahu and palestinian president mahmoud abbas

german chancellor angela merkel and french president nicholas sarkozy

US president barack obama with venezuelan president hugo chavez

‘guerrilla intervention’ in milan, piazza duomo

‘guerrilla intervention’ in milan’s piazza affari (milan stock exchange)

‘guerrilla intervention’ in new york’s times square

  • And Berlusconi, where is he? hahaha

    Riccardo says:
  • he’s not a leader anymore, you know…

    tj says:
  • @tj… yes, i know, me happy, me italian

    Riccardo says:
  • eeeww disgusting

    some guy says:
  • gates and jobs?

    myfezazi says:
  • Love it!!!exelent marketnig campagne

    da8888 says:
  • where is iran’s president?

    robb says:
  • Uhuuu!! necessary political orgy…

    pdiasjr says:
  • just hand in hand, not kissing.

    kuinggaring says:
  • @myfezazi why gates and jobs? they are not hating each other,

    boom says:
  • John Boehner & Mitch McConnell?

    JamesJames says:
  • Berlusconi is doing moer then kissing 😉

    Ilgar says:
  • make love
    make peace

    chikurel says:
  • really, were is Mahmoud Ahmadinejad? And Putin!

    Rus says:
  • Awesome campaign!

    Italian says:
  • berlusconi is in a brothel, believe me, i’m italian…

    nyk says:
  • stunning political campaign – but does not make me buy benetton.

    german says:
  • I-HATE this campaign.

    i-hate says:
  • great! remember politics is also fashionable.

    mma says:
  • really, were is Mahmoud Ahmadinejad?

    iran says:
  • kinky

    dbkii says:
  • Berlusconi prefer to kiss something else.
    D’Addario’s feet, for example.

    MT says:
  • I like it !

    I’d kiss Angela Merkel too.. she’s an hottie GILF

    Adrianna Lynn says:
  • 😀 AWESOME!!!
    Angie! 😀

    Franzke says:
  • gross. This is disrespectful. Don’t they have to obtain permission to portray these men in this way? The concept is lovely. I like the idea above of them holding hands, or sitting in a sandbox playing or pretty much anything else but this is over the line.

    Robyn says:
  • over the line? get over yourself. dolt.

    betadinesutures says:

    ROSAURA says:
  • Benetton has always been so creative!…

    Vania/Brazil says:
  • Benetton has again proved they prefer to squander their potential influence for cheap shots that are most definitively NOT creative. Controversial art or political statements make you think and take action; but this is sophomoric and stupid.

    As a company they more likely to loose customers promoting imagery like this instead of investing in strategies that might make a difference. Pity a company that chooses to make themselves look ridiculous instead of creating powerful imagery that embeds it’s message and truly changes lives. Does no one remember their campaign showing a horizontal woman being used as an ironing board? Shame on them again.

    C|USA says:
  • Yes!!! Really cool campaign. Great, that they sustain this level of creativity and always come up with new original ideas.

    George S. says:
  • Photoshop used for its favourite purpose. I get the message… but i have no ideal what this has to do with buying clothes.

    nd says:
  • the pope already start to HATE! typical of the church

    potato says:
  • beautiful work

    ben says:
  • It’s a great work!!!!
    do u remember the 90’s benetton’s work from Oliviero Toscani????
    @C|USA: be positive…unhate the world! unhate Benetton! jejejejejee

    rodrigo neira says:
  • It’s really well done ! I love this communication campaign !

    Bull says:
  • Very well done photowork

    haxo says:
  • All right . I have to say it is so good. I come from China.

    W.yitong says:
  • its a really horrible camping frm UCB

    minminamoris says:
  • Looks a little familiar… George4Saddam street art piece from 2003, at the start of the Iraq war.

    sam says:
  • Where is Putin?

    Me says:
  • Politicians, sure.. Religious leader, don’t go there. Not cool.

    Adrian Bonne says:
  • I believe the gap between what they do (bourgeois casual fashion) and what they promote (art, scandal, politics) is way too great.
    [] article [/url]

    mgu says:

have something to add? share your thoughts in our comments section below.
all comments are reviewed for the purposes of moderation before publishing.

comments policy
designboom's comment policy guidelines
generally speaking, if we publish something, it's because we're genuinely interested in the subject. we hope you'll share this interest and if you know even more about it, please share! our goal in the discussion threads is to have good conversation and we prefer constructive opinions. we and our readers have fun with entertaining ones. designboom welcomes alerts about typos, incorrect names, and the like.
the correction is at the discretion of the post editor and may not happen immediately.

what if you disagree with what we or another commenter has to say?
let's hear it! but please understand that offensive, inappropriate, or just plain annoying comments may be deleted or shortened.

- please do not make racist, sexist, anti-semitic, homophobic or otherwise offensive comments.
- please don't personally insult the writers or your fellow commenters.
- please avoid using offensive words, replacing a few letters with asterisks is not a valid workaround.
- please don't include your website or e-mail address in your comments for the purpose of self-promotion.
- please respect jury verdicts and do not discuss offensively on the competition results
(there is only one fist prize, and designboom usually asks renown professionals to help us to promote talent.
in addition to the awarded designs, we do feel that almost all deserve our attention, that is why we publish
the best 100-200 entries too.)

a link is allowed in comments as long as they add value in the form of information, images, humor, etc. (links to the front page of your personal blog or website are not okay). unwelcome links (to commercial products or services of others, offensive material etc. ) will be redacted. and, ... yes, spam gets banned. no, we do not post fake comments.


a diverse digital database that acts as a valuable guide in gaining insight and information about a product directly from the manufacturer, and serves as a rich reference point in developing a project or scheme.

design news

keep up with our daily and weekly stories
501,537 subscribers
- see sample
- see sample