This ad is a symbol of peace and fraternity.

This ad is a symbol of peace and fraternity.
Originally uploaded by Benetton's advertissement and marketing.

At the end of the eighties, Benetton’s advertisements mixed history and culture. In fact, Oliviero Toscani used famous people like Adam and Eve, Jeanne d’Arc, Marilyn Monroe, Leonard de Vinci…with these pictures, the brand used the slogan“ United Superstars of Benetton”. By using these emblematic characters, Benetton is sure to address itself to a lot of customers.
In 1989, ads were just composed of a simple picture. Oliviero Toscani won a price for its work : a “Lion d’Or” during the famous Festival de Cannes. At this time pictures of Oliviero Toscani symbolized the hope, the love and one more time a message of fraternity. In fact, advertisements represented, for example a black hand and a white one; or as you can see a black woman, who was nursing a white baby.