Wednesday, November 16, 2011

Benetton kiss and UNHATE

Benetton has captured (rather created) a series of intimate moments for e.g. the US President Barack Obama and Hugo Chavez of Venezuela. They want the leaders and citizens of the world to combat the 'culture of hatred'. According to them these images are symbols of reconciliation - with a touch of ironic hope and constructive provocation - to stimulate reflection on how politics, faith and ideas, even when they are divergent and mutually opposed, must still lead to dialogue and mediation."
It is a very bold attempt. Admittedly they are playing with fire and have taken on the entire world leadership in one campaign. I certainly love the idea but I don't really understand any tangible cause behind it. The idea is certainly novel but I have my reservations about its acceptance by citizens of the world. I can also see this as an attempt to get attention in the guise of a novel idea.
Will people react to it positively ? Is the world open enough to understand ? Are they playing with too sensitive a subject (religion for instance) ? Is the risk worth taking ? Is it constructive provocation ?
I don't think so!