The usually controversial United Colors Of Benetton, have gone perhaps a bit more traditional for their latest campaign, Unemployee Of The Year.
In a campaign that seems more reminiscent of Levi's, UCB have targeted an audience that perhaps has never been targeted by an ad campaign before; the unemployeed. But in doing so, I think they've hit the nail on the head, more than any other brand has done in a long time.
This young, motivated, creative and energised target market is constantly battered with ads, namely because they are one of the most influential and desirable groups out there for brands. But in the current climate, despite all of the above, these people are often without jobs. They are fighting to persure their passions and what they believe in, but they are also fighting to stay afloat. And for me, this ad really gets that.
This ad is supported by UCB's Unhate Foundation, a chance for youths to get funding to support their projects. Not perhaps the most unique of ideas but at least they are putting their money where their ads are, and that's more than can be said for most brands.
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