Unemployees of the year, Benetton salutes you. After last year's controversial (and award-winning) "Unhate" campaign, the brand is back with another socially-driven effort through agencies 72andSunny and Fabrica.
"Unemployee of the Year," a campaign with a noticeable Occupy Wall Street feel to it, has as its cornerstone a digital initiative that invites young people to share their experiences of not being able to find a job, their frustrations with the global economic situation and the causes they support. Backed by Benetton's "Unhate Foundation," the campaign will let users submit as "un-work experience" resume that focuses on what they believe, not where they have spent time in an office. They can on the site submit a project that they believe in, and through public voting, 100 projects will be selected by Oct. 30, for which each "unemployee" will receive 5,000 euros to help fund it.
The Unemployee of the Year film, directed by Tristan Patterson at Smuggler London, is a call-to-arms of sorts that focuses on four young people, and honors them for their perseverance, motivation and extraordinary achievements. It was created in partnership with the MTV Network.
There is also a print campaign (see on the right) and the entire initiative will reach audiences in 35 countries, including the United States, France, China, India and Brazil.
"Benetton is a brand with a point of view: today we call attention to the legacy that previous generations have left this one, and we reflect on the difficulties that people under 30 experience when trying to enter the job market," Benetton Group's worldwide communications director Gianluca Pastore said in a statement. Emma Hall talks to Benetton chairman Alessandro Benetton about the campaign in behind the work.