Unemployee of the year

Benetton and 72andSunny (maybe) did it again, launching a provocative campaign that addresses the global problem of youth unemployment. A series of print ads and a TVC running online and on MTV ironically celebrate the “non-employed” 18-30 year olds from around the world. But for once, the initiative isn’t just about the message, there is also a tangible action to help unemployed people. The campaign is actually a call to action to enter a contest and present worthwhile projects in support of local communities, who will receive financing from a Benetton foundation.

What do you think? I personally find the insight to be perfect, but I like the execution less. It’s a bit too elegant and polished, less edgy than you would expect from a brand (and about a topic) that wants to generate a lot of word of mouth not just for a few days thanks to a massive campaign launch PR effort. Yes, metaphorically speaking, I kind of miss “the kiss” scene somewhere.

via NYTimes

Read an interesting review of the campaign on The Guardian.