Benetton - Unhate News
What if the news didn’t just report the world, but imagined a better one?
Created by Benetton in collaboration with the United Nations, UNHATE NEWS was a global platform that transformed stories of intolerance and injustice into hopeful visions of what the headlines could be.
People of all ages around the world were invited to become UNHATE reporters, creating and sharing the positive news they wished were real.
By blurring the line between reality and fiction, UNHATE NEWS used optimism as a provocative tool, turning the news we wished existed into a vision of the world we wanted to create.
The Launch
To launch the project, we turned four major global issues into seemingly authentic, surprisingly optimistic news stories that came to life through films, photography, political campaigns, digital experiences and a special-edition newspaper distributed in major cities around the world.
Gay Pride Lights Up Moscow’s Red Square
A hopeful vision of Moscow’s Red Square becoming a stage for LGBTQ+ pride and acceptance.
Illegal Immigrant Juanito Runs For Governor Of Arizona
An undocumented immigrant turns discrimination on its head by running for Governor of Arizona.
China And Japan Unite Over A Game Of Volleyball
A territorial dispute becomes a friendly volleyball match, turning conflict into connection.
Child Marriage On A Steady Decline
A hopeful future where child marriage is rapidly disappearing across Africa and Asia.
Credits
Project: Unhate News | Client: Benetton | Agency: 72andSunny Amsterdam | Role: Senior Copywriter
Production Company: 2AM | Director: Marc & Ish
More Work
