United Colors of Benetton | It's My Time | Global

The activities will start rolling on the Benetton.com website on 8 February. This worldwide initiative is the masterwork of Fabrica, Benetton’s in-house communications and research centre. Benetton will be releasing a series of print ads and publications with black and white digital codes. Users can register the codes on the website and try out the interactive augmented reality experience.

Towards the end of last year, Benetton used augmented reality in its own publication called 'Colors 76 - Teenagers'. The team at Frabrica said the digital investment is to “sustain the soaring freedom of ideas and imagination.”

Benetton is also due to launch a global casting session in their search to find twenty young people to represent the next autumn-winter season. People are invited to share their style and personality through videos and photographs on Benetton’s site and YouTube page. The finalists will be chosen by the general public and an appointed jury and flown to New York for photo shoots. The talent search closes at the end of March.




Credits:
Project It's My Time
Client United Colors of Benetton
Creative agency Fabrica
Executive director Andy Cameron
Creative director Erik Ravelo
Exposure Print, online