20/02/2008

Benetton, Africa Works Campaign



Fabrica have launched a new campaign for Benetton called Africa Works. I'm not normally a fan of Benetton's approach to advertising, but i do really like this because it's authentic. When i first saw the ads i assumed (like many will) that it's models drafted in a made to look real, but you can see here that the crew just rolled up with a portable studio and shot the subjects right there and then.

beautifully shot and treated images. not sure about the clipart in the footer or the contrived eroded font, but it must have been a logistical nightmare to pull that off. hat's off to the fabrica team.