Our goal was to return Benetton to a brand that is known for tackling taboo issues through their marketing communications. We needed a disruptive and provocative topic that would force people to talk about Benetton again.

In a year of crisis, government distrust, war and social and religious turmoil, we decided to deliver a simple and powerful message of tolerance and peace. Delivering a new expression of the brand’s original values and credo. An expression to put people in a new state of mind: UNHATE. UNHATE is a message that invites us to consider that hate and love are not as far away from each other as we think. The two opposing sentiments are often in a delicate, and unstable balance.

The UNHATE film was an important tenet of our campaign that promoted a shift in the balance: don’t hate, UNHATE. UNHATE means looking at the world with open-mindedness, and empathy. UNHATE means understanding our enemy’s reasons. If global love is a utopian, unattainable dream, global UNHATE is maybe something we can hope for.