(13 Mar 1998) T/I: 11:25:41
The faces of young people from all over the world - photographed by Benetton creative director Oliviero Toscani - will adorn the new advertising campaign launched Friday (13/3) by the Italian clothing company, Benetton in conjunction with the United Nations.
The campaign is intended to publicise the 50th anniversary of the Universal Declaration of Human Rights, approved by the United Nations in December 1948. The company publicists also hope it will raise the profile - and the sales - of Benetton ever higher.
SHOWS:
ROME, ITALY 13/3
0.00 EXT. united nations in Rome
0.04 cu UN sign
0.06 wide of news conference
0.09 c/a person in audience
0.11 Oliviero Toscani showing posters of the new campaign
0.20 c/a audience
0.24 cu campaign poster
0.27 cu of text "Every child shall be entitled from his birthto a name and a nationality (art. 7 CRC)"
0.30 Toscani SOT "From the beginning I tried to do an alternative way to do advertising. And now we got recognition that our way was the right way, the way that doesn't just push consumption and production but also pushes human hopes"
0.50 cu campaign poster
0.54 cu text "all human beings are born free and equal in dignity and rights" (art. 1)
0.59 cu billboard
1.03 ws of billboard
1.09 VISION ENDS...
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