Our goal was to return Benetton to a brand that is known for tackling Taboo issues through their marketing communications. We needed a disruptive and provocative topic that would force people to talk about Benetton again. UNHATE was a way to tie together multiple, current issues with a clear message that love and hate are more closely related than people realize. The UNHATE FOUNDATION was established to support tolerance, love and peace. Every piece of communication relates back to that theme and to the foundation. On November 16th in Paris, Alessandro Benetton himself revealed the international UNHATE campaign to the world. The launch of the campaign started with a series of coordinated international initiatives and Guerilla events in Tel Aviv, Paris, New York, Madrid and Rome followed by Press appearance in the mainstream newspapers, periodicals, TV and websites around the world.