Bits of research: United Colours of Benetton
Oliviero Toscani is the man behind all these different and bold advertising images. Instead of using their advertisement space and opportunity for commercial purposes, United Colours of Benetton utilises those moments to speak about real life issues and events.
It is kind of outrageous to know that some called him racist when all he did was raise awareness and expose the ugly truth about people of colour and their devastating circumstances. He did not shy away from topics related to race, sexuality, inequality, death and many more. Instead, he talked about them all through advertisements. In fact, he took a part in raising awareness about sexually transmitted disease which was kind of an uncomfortable (and sort of taboo) topic during those years.
Toscani made me realise the (great) power of advertisements. It may seem trivial and small, but it actually plays a big role. To add, he taught me that as a designer, it’s crucial and significant to actually communicate something that people HAS to know rather than what they WANT to know.
All in all, these images remain provocative to many.
People call it controversial. However, Toscani simply stated that it’s reality.
http://www.vogue.co.uk/gallery/benettons-best-advertising-campaigns
All images credits to United Colours of Benetton