ONE SQUARE. MILLIONS OF HUMANS.
THREE INTERACTIVE CUBES.
In support of the ‘clothes for humans’ campaign, from 23 to 25 September three very special United Colors of Benetton “cubes” appeared in the center of Milan.
Citizens, tourists and passers-by alike came to Piazza XXV Aprile to tell us their emotions in person, helping us change the mood of the entire city.
Inside each cube – dedicated to our three lines ‘dress up’, ‘dress down’ and ‘dress to move’ – we captured the mood of those who joined us for this unusual media and sensory experience. Everyone responded to four questions that appeared on a display and, thanks to their reactions, we’ve created a map of Milan’s emotions, which can also be shared on social networks.
To tell the story we recruited Tess Masazza, the French-Italian YouTuber who rehashes small everyday dramas of the female world. Together we’ve opened our new Snapchat channel, with which Benetton aims to interact with its community in a more personal manner. Immediacy, spontaneity and a flowing narrative: a new way, one that’s more direct and personalised, of presenting the ‘clothes for humans’ philosophy.
