Benetton will launch its autumn 10 international marketing campaign next month, beginning with online castings for models of all races.
Advertisements will be placed in key international press from February inviting young people to upload videos and photographs to the www.benetton.com website and on to a specially created YouTube page.
From mid-February to the end of March 2010, Benetton’s customers will vote online for the faces they want to become models for Benetton’s next advertising campaign. A jury of Benetton staff and a selected experts will then whittle the shortlist down to 20 winners, who will fly to New York to be shot for the United Colors of Benetton autumn 10 advertising campaign by British photographer Josh Olins.
The campaign will then launch with the tagline “It’s My Time”, representing the diversity and individuality of the models chosen.
During the campaign, the magazine adverts will feature a black-and-white code. Customers can focus on the code with a webcam to open additional online content including video and moving images of the young models involved talking about themselves.