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Benetton is back to out-of-home with a revolutionary spring/summer campaign

United Colors of Benetton has chosen Exterion Media’s products in Paris for their return to Out-of-Home (OOH) to advertise their spring/summer 2018 campaign: ‘Revolutions start in spring’. Oliviero Toscani, well known for his unique photographic style and who worked for the Italian brand from 1982 to 2000, is also back to Benetton after a 17-year hiatus.

The month-long OOH campaign running across Paris city center uses a mix of creatives on a range of traditional formats, reaching the valued Parisian audience.

  • Must Paris network: 8m2 billboards reaching 73% of the city and attracting an audience of more than 6 million per year.
  • Move Paris network: a much more centrally-located 8m2 billboard, ensuring brand visibility.

United Colors of Benetton’s spring/summer 2018 campaign speaks of the eternal dilemma of gender, marked by fresh faces that celebrate ethnic and gender differences.

Michel Helmes, International Sales Director at Exterion Media, says: “It’s great to have Benetton back with OOH. Their campaigns never go unnoticed and taking advantage of our strategically-located billboards we can ensure a presence of the brand’s spirit in the heart of Paris.”

Benetton will display another month-long billboard campaign with Exterion Media to cover shopping centres in Madrid and Barcelona from mid-March.

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