As the in-house creative director for the Benetton Group, Olivero Toscani has shattered every conventionally held idea regarding the role of advertising. Already an award- winning photographer, Toscani was hired in 1984 by Luciano Benetton to exclusively head the company's advertising campaign.
There are over 7,000 Benetton stores in over 120 countries and Toscani had to meet an extremely specific communication goal: to produce international campaigns of global concern for global consumers.
As a result, Toscani produces campaigns that are international, homogeneous and characterized by universal themes. According to Benetton, the advertising has become "not only a means of communication but an expression of our time."
"advertising is the richest and most powerful form of communication in the world. We need to have images that will make people think and discuss." "unlike traditional advertisements, our images usually have no product, only our logo. They do not tell anyone to buy our clothes, they do not even imply it. All they attempt to do is promote a discussion about issues which people would normally glide over if they approached them from other channels, issues we feel should be more widely discussed." Hence, advertising that speaks across all cultural boundaries and raises social awareness by presenting powerful human and universal themes.
A lot of people where outraged by the images produced by Olivero Toscani as they where so confronting, but the truth is he was noticed, the images made an impact and people where thinking… AND THAT IS WHAT HE WANTED…..
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