OLIVIERO TOSCANI: THE MAN WHO SHOWED TO THE WORLD A DIFFERENT BENETTON

Without doubt we can say that advertising is really the lifeblood of business.

When an advertising is made with a lot of creativity can do brands and products to be remembered forever.

The Italian photographer Oliviero Toscani is a proof of this, he revolutionized the world of advertising with his polemic campaigns for Italian brand Benetton, where he served from 1982 to 2000.

Tosacani followed the philosophy of selling concepts and not products, including controversial and many times forbidden themes in his campaigns as racism, war, policy, sex and religion.

Many of their advertisements were censored and banned in some countries, being considered offensive and cruel as a priest kissing a nun and another where appears a man dying of HIV.

His campaigns were polemics although they were both simple, containing only a photo and the slogan “All the colors of the world” that over time was substituted for “United Colors of Benetton.”

Oliviero Toscani was inspiration for other professionals on the marketing area who also used polemic themes, but are they polemics because people don’t want to see the truth that haunts?

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