Photography is considered as the 7th art and that explains why we can find some examples of advertising whose are using this technical to deliver messages or even testimonies of commitment for specific causes. The most striking example to illustrate that way of advertising is probably, the entire campaign of the company United Colors of Benetton.
United Colors of Benetton uses almost exclusively posters to promote the firm.
From the beginning, the idea was to use photography and advertising to communicate on the colours whose are the bases of the Benetton’s products.
In order to endorse that concept, the creative’s have decided to show groups and people with different skin colours. And really fast, the brand was associated to a territory multiracial. Over more the different campaign are delivering messages linked to the concept of duality; like positive and negative, life and death,…
That way, everybody can observe his own interpretations like in art’s creation.
