Benetton : Unemployee of the Year

Benetton calls to young, out-of-work people with a cause to support.

Published On
Sep 17, 2012

Editor's Pick

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.


Sep 18, 2012
Brand :
Client :
Agency :
Agency :
Creative Director :
Erik Ravelo
Executive Creative DIrector/Writer :
Carlo Cavallone
Executive Creative Director/Designer :
Bryan Rowles
Creative Director/Designer :
Paulo Martins
Designer :
Patric Franz
Brand Director :
Judson Whigham
Brand Manager :
Frederic Point
Print Producer :
Maria Perez
Studio Designer :
Wendy Richardson
Photographer :
Anna Skladmann
Executive Producer :
Enrico Bossan
Producer :
Daria Bonera
Print Adaptations :
Michele Lunardi
Retouching :
Loupe Digital Imaging
Retoucher :
Guillaume Koenig
Retoucher :
Mark Baxter
Production Director :
Maria Perez
Film Producer :
Neil Henry
Production Company :
Smuggler London
Director :
Tristan Patterson
Executive Producer :
Chris Barrett
Line Producer :
Gustav Geldenhuys
Director, Photography :
Erik Wilson
Post Production :
Producer :
Jane Bakx
Telecine :
Scott Harris
Flame Operator :
Kyle Obley
Edit House :
The Gentlemen's Club
Editor :
Will Judge
Music :
Record Company :
Audio Mix :
Kaiser Sound
Producer :
Nathalie Tappin
Engineer :
Ruben de Winter
Head of Digital Production :
Gabriele Lunati
Digital Brand Manager :
Vanessa Roccatelli
Digital Creative Manager :
Michela Venturin
Digital Executive :
Anna Mazzer

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