Case Movie
BENETTON
IT’S MY TIME. Style without frontiers.
In recent years, United Colors of Benetton focused on typical high-end fashion advertising, and in doing so, lost touch with young people. Benetton’s previous campaigns spoke to people of all ages and races. They wanted to start that dialogue again, but with a modern voice and on a global scale.
IT’S:MY:TIME is a global online casting for fresh faces and new styles - a search for something different, unconventional and surprising. The call to action was simple and compelling: become an international model for Benetton. People voted for their favorites. The top hundred were shortlisted and featured in a book about global style. The 20 winners were flown to New York to be photographed for Benetton’s fall/winter 2010 campaign.
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64.500 participants from every single country in the world.
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60.4 million total pages views during six weeks.
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Most viewed Youtube branded channel in Italy and among the top 20 in the world
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Retail attraction in 40 local casting events held in Benetton stores around the world.
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One new campaign with the faces of global youth.
BENETTON ONLINE COMMUNITY.
The first “Online Global Fashion Community” in the world
Over 65,000 people have submitted their profiles to the site, competing for the chance to become one of the twenty people featured as models. The resulting interest in the brand has led Benetton to extend the campaign for the next fashion shoot. Members of the community are being asked to refresh their profiles with new content, with photographs, video and information about themselves.
The site includes video content accessible using augmented reality.
The casting campaign could be followed on Facebook and Twitter.
BENETTON MOBILE COMMUNITY.
The first “Mobile Casting Community” in the world.
The app is fully integrated with the web community, making the user experience even more immersive and involving.
Among the key features: Creation and management of the profile, shooting, postproduction and upload photos directly from iPhone, in perfect sync with the web profile
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Navigation filtered profiles with the possibility of geolocation of users closer
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Sharing and favorites like the profiles on major social networks (FB and TW world), creating an unprecedented, exclusive sociological sampling of their inspirations and aspirations, their interest in the future.
BENETTON
IT’S MY TIME. Style without frontiers.
THE FINALIST
Featured here are print advertisements from the recruitment drive, featuring members of the 20 models chosen for photographic sessions in New York.
