Benetton's launches new ad campaign
17 Jul. 2013
Benetton Focuses On Music For New Ad CampaignUnited Colors of Benetton’s new fall-winter 2013 product campaign centers on music and features six young international music talents shot by fashion photographer Mikael Jansson. The new campaign will appear in all major international offline and online media from August 2013.
The six young personalities use their musical taste and melodies to express and share their life experiences and communicate with the world. “This is a campaign that unites different cultures and experiences in a melting pot of musical genres,” says Benetton Group’s chairman Alessandro Benetton. “Just like color, music is a way to express yourself, to communicate your personal feelings, and above all, it is a universal language that everyone understands.”
Jansson is an established fashion photographer and the creative eye behind advertising campaigns, covers and spreads in fashion and lifestyle magazines. He has also shot many celebrities.
The six music talents featured are: Los Angeles-born Sky Ferreira, an ice-blonde pop legend and music and fashion’s latest It Girl; Theophilus London, a Trinidad-born Brooklyn-raised rapper; British model Lily McMenamy who moved to Paris on her own at age 18; 22-year-old American model/DJ Chloe Norgaard, famed for her signature Technicolor hair and psychedelic look; 23-year-old South Korean-born model Soo Joo; and Louis Simonon, 20, son of Paul Simonon, bassist for the punk rock band The Clash.
Maria Cristina Pavarini
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