North Korean Supreme Leader Kim Jong-Il and South Korean President Lee Myung-bak.
According to Benetton “These are symbolic images of reconciliation – with a touch of ironic hope and constructive provocation – to stimulate reflection on how politics, faith and ideas, even when they are divergent and mutually opposed, must still lead to dialogue and mediation.” [iframe width=”550″ height=”309″ src=”http://www.youtube.com/embed/qImJFg5dgTE?rel=0″ frameborder=”0″ allowfullscreen]
Plus social media activity including the Kiss Wall where users can upload images of themselves kissing.
Agency: Fabrica in cooperation with 72andSunny NL
Creative Director/Writer, 72andSunny: Carlo Cavallone
Creative Director/Designer, 72andSunny: Paulo Martins
Design Director/Partner, 72andSunny: Robert Nakata
Creative Director/ FABRICA: Erik Ravelo
Update: Following pressure from the Vatican, Benetton has reportedly withdrawn the poster featuring the Pope kissing Ahmed Mohamed el-Tayeb. Vatican spokesman Fr Federico Lombardi has been quoted in various sources criticising the company for exploiting the Pope’s image.
“We must express the firmest protest for this absolutely unacceptable use of the image of the Holy Father, manipulated and exploited in a publicity campaign with commercial ends,” he said. “This shows a grave lack of respect for the Pope, an offence to the feelings of believers, a clear demonstration of how publicity can violate the basic rules of respect for people by attracting attention with provocation.”
Benetton has apologised.
via CR Blog