Benetton campaign celebrates ethnic diversity in 'Face of the city' composite portraits

Benetton's latest ad campaign celebrates the racial and cultural diversity of the world's fashion capitals by creating composite images comprising the faces of several ethically diverse models.

  • Berlin

    Berlin

  • New York

    New York

  • Milan

    Milan

  • Paris

    Paris

  • Tokyo

    Tokyo

of

The ‘The Face of the city’ campaign, which is promoting United Colors of Benetton’ Carnival Collection, features faces representing London, New York, Tokyo, Paris, Milan, Berlin and Paris and uses digital and analogue photography and production techniques.

The idea was built on research into the racial make-up of each capital city. Findings included that Asians are the second-largest racial group in London, while in Milan the Filipinos and Egyptians are the most common ethnic groups.

For each capital, Benetton photographed a group of women, each of whom represented a different racial group. The portraits were then combined using an algorithm which ensured that the "proportion of each ethnicity was reflected through features such as skin tone, the shape of the eyes and nose, hair type and colour, as well as overall face shape".

Brand: United Colors of Benetton

Agency: 180 Amsterdam

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).