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Unhate

Award: Wood Pencil

Wood Pencil / Integrated & Earned Media / Earned Media Campaign / 2012

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; a new expression of Benetton’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.

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