http://digitaljournalist.org/issue0106/voices_kalman.htm
http://press.benettongroup.com/ben_en/about/campaigns/history/
In these readings on Benneton, I found the transformation of the companies message to be an amazing thing. While it's true that their advertising has carried heavy messages, some too hard for people to swallow or accept, Benneton's decisiveness in what they stand for creates powerful imagery, imagery that someone will stop and look at, regardless if they like it or not. While some might hate this tactic to be used as advertising, I embrace the idea. Sure it's rough, but the effectiveness to which the company gets it's viewers attention is well worth it. The David Kerby ad really pushed the importance of aids close to home. In a world where advertising is everywhere, standing out is quite difficult, and the slap in the face sort of advertising they've created over the years has become it's own sort of entity in advertising. One that's not afraid to say "This is happening" and we don't care if you like it or not. I also believe that their strategy of release is brilliant. As they release the images, Benneton's work becomes stronger, and more accepted with those companies or areas that refuse to release their ads. Benneton really has become the epitome of a picture equals a thousand words.
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