Benetton’s controversial ’death-row’ campaign went up on the
billboards last week, after Poster Publicity negotiated a short-burst,
high-impact deal with Mills & Allen.
The shock-tactic campaign, which features images of different prisoners
on death row, was planned by Benetton’s Milan-based agency Creative
But the Italian agency handed responsibility for poster buying in the UK
to Poster Publicity.
Poster Publicity turned to numerous contractors to secure 2,500 48-sheet
sites for a one-week blitz, but the majority were sold by Mills & Allen
sales executive Fiona Holland.
’Mills & Allen is a good bet for a one-week campaign,’ commented a
spokeswoman for Poster Publicity, ’they have one-week slots, which is
not always true of the other contractors.’
Benetton has used these seven-day bursts before. Creative Media account
director Daniela Micheletti said: ’Posters remain the lead medium for
Benetton campaigns. They capture each nation’s attention. One-week
campaigns have enabled us to present the issues to a high percentage of
the population extremely cost-effectively.’
The ads, which follow campaigns spotlighting war, Aids and racism, are
said by Benetton to ’remind people that capital punishment concerns real
human beings rather than stereotypes’.