November 16, 2011


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: don’t hate, Unhate.

The Pope & Sheikh of the Al-Azhar Mosque

 Leader of the People’s Republic of China, Hu Jintao & Barack Obama, President of the USA

Angela Merkel, Chancellor of Germany & Nicolas Sarkozy, President of France

North Korean Supreme Leader Kim Jong-Il and South Korean President Lee Myung-bak

Palestinian President Mahmoud Abbas and the Israeli Prime Minister Benjamin Netanyahu

US President Barack Obama and Hugo Chavez of Venezuela
 The the Unhate worldwide communication campaign was launched today in Paris and presented by Alessandro Benetton.

Love it or hate it, I'm blogging about this campaign because I see it as a creative way to bring across some strong, thought provoking messages. Bennetton has been pushing the envelope for years with their advertising and this is no different, poking at very sensitive, serious issues in a light hearted way. It's pissing some off whilst receiving standing ovation from others; these are the signs of a successful communications campaign, right? And to think it's just the first day. Would love to see what others think of this.



  1. This is fantastic! (might steal it..!) Gosh can you imagine the uproar is this actually happened?? Although it would do a lot of good too.......

  2. Personally, I love this campaign. It's bold and controversial, but with a positive message. Have you heard that they pulled the the ad with the Pope? Benetton is getting a ton of publicity because of it.

  3. I think this is a great idea and I fully support it, but please don't make me kiss Brandon. Deal?

  4. Thanks for the comments guys. I love the video! It makes me smile because it's so intimately shot. I'm not as big a fan of the photos for two reasons: they're a bit tacky (almost too obvious) and there are some horrific photoshop errors! Otherwise I have to agee with Jillian, they're bold and controversial but with a positive backbone. ps: Obama doesn't look like a great kisser..who'd have thought? x