For this brief i have decided i want to make the poster design stand out and be noticeable so i feel it is an opportunity for me to be controversial and create a design an campaign that stands out i aim to push the imagery as far as possible shocking imagery will be the key feature that will grasp the viewers attention.
The photographic design direction is very new to me and i feel this is a great opportunity for me to expand on how i approach design. For my main inspiration i am looking at the controversial design direction of Oliviero Toscanni of Beneton. I have looked at some of the most effective material they have created.
Back in 1991 an image of a new born baby girl was intended as an 'anthem to life' but ended up being one of the store's most censured images.
The image above is highly effective in y opinion in terms of communication however it is pushing the limits in terms of censorship i must be careful when it comes to creating my design campaign that i am careful with my imagery although i want to grasp the viewers attention and intrigue them i don't want to offend or push them away at any point.
As the Vatican condemns Benetton's 'Unhate' campaign, we take a look back over the high street fashion store's most thought provoking adverts.
Condoms have featured in numerous of the brand's advertisements which continually campaign to stop the spread of AIDS.
The design above shows how the introduction of objects can be effective in terms of communication, the condoms are a direct link to the prevention of sexually transmitted disease and the juxtaposition of these objects create the layout of the olympic rings this to me communicates the worlds nations united.
This photo of David Kirby in his hospital in May 1990 won the 1991 World Press Photo Award, but it was Benetton's use of it in its advertising that brought it to the attention of the world media and made people talk about dying of AIDS.
The image above is again amazingly attention grabbing but the content of the image will with out doubt offend the public in my opinion this does not offend me but i feel for the younger generation would be scared and offended by the image and it is without a doubt something parents would not want from their kids.
The 1992 campaign featured an image of a Mafia killing that took place 10 years earlier in Palermo, Italy. The daughter of Benedetto Grado, the dead Sicilian in the picture, announced she was going to sue Benetton asking, "How does my father's death enter into publicity for sweaters?"
The image again is highly disturbing, this is something i would like to use for my designs again however i would obviously have to tone this down a huge amount. the poster design i am going to create would be in context in the city environment where the majority of homeless live.
Another advertisment from the Italian retailer's ongoing battle against HIV and AIDS.
Close up shots of a material or object that would be normally censored can be highly effective as shown above, the image of a bottom would normally be censored and would not be allowed to be published however as the image has been cropped this now not only gives the design a new view and perspective and also gives the design a less offensive presence.
Over the years, the brand has run numerous images which focus on race. This photograph not only generated controversy, it also became the most-awarded image in Benetton's advertising history.
The image above shows how a simple approach to design is in most cases effective, this design needs no typographic elements to communicate the message the act of breast feeding instantly communicates mother ad the race of the two models shows the contrast in race. this is highly effective in my opinion as this design direction makes the viewer process waht is being communicated such a simple but effective approach.
In the 1996, Benetton released an advertisement which featured an image of three almost identical "human" hearts. The photo, which was taken by Oliviero Toscani, was considered to be one of Benetton's most racist. In actuality, the hearts were pig hearts
The image of a set of bloodstained clothing worn by Croatian soldier, Marinko Gagro, who was killed during the war in former Yugoslavia, become a symbol of peace in 1994.
In 1992 Benetton ran this image of an albino tribe member surrounded by her black counterparts.
The 2003 'Food for Life' campaign featured an image of a man with a mutilated arm, whose metal prosthesis is a spoon.
This image again consists of an image that communicates two spereate message that when combined create a design that is possibly the most effective i have found. the image of the model used represents the men women and children that are stuck in poverty and hunger the shocking image of the prothesis that is also a spoon that comunicates the fight for food and survival.
The models from the winter 2010 'It's My Time' campaign came as a result of an online global casting.
The designs that are displayed below shows how again the simple design direction can work most effectively, the image shows political members whoa re know from the news are in conflict or running agains one another sharing a passionate loving kiss. communicating love and this is reenforced by the typographic elements shown to the top left "UNHATE"
Benetton's latest 'Unhate' campaign, which features Al Assad kissing Benjamin Netanyahu.
Benetton's latest 'Unhate' campaign, which features the Supreme Leader of North Korea, Kim Jong-Il, kissing the President of South Korea Lee Myung-bak.
...and another of Obama kissing the President of Venezuela.
Benetton's latest 'Unhate' campaign, which features the Paramount Leader of the People's Republic of China kissing Obama...
Benetton's latest 'Unhate' campaign, which features Angela Merkel kissing Sarkozy.
A priest kissing a nun was one of many advertisements that showed religious and sexual conflict for Benetton. The autumn 1991 campaign immediately sparked controversy across the world. Benetton stated that the ad was merely "the affirmation of pure human sentiment".
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