United Colors of Benetton Lab. Inspirational, creative brand content & to reach out to Gen-Z
To amplify their Fall-Winter 2020 collection, United Colors of Benetton was looking for actions that enhanced brand attachment while showing support to consumers in the face of the existing global health situation.
To that aim, our team at Nota Bene worked on a proposition focused on unique digital experiences based on the so-called new normal, market trends and the brand’s DNA. The agency’s goal was generating relevant content to help build an emotional connection with a number of stakeholders: mass media, KOLs and, above all, the end consumer.
The result was United Colors of Benetton Lab: a new series of virtual meetings around the theme of creative freedom. A set of four events where keynote speakers discussed their respective creative environments and the critical need to think and create outside the box, pushing your own limits in order to move ahead and innovate.
Each meeting, hosted by Gemma Galán, had a specific topic: fashion, TikTok, creativity, and music. Viewers were asked to challenge their imagination when building their own stories, and to be creative at all times, wherever they go. For these events, United Colors of Benetton invited 3 pairs of guests with contrasting backgrounds -renowned stylist Natalia Ferviú and designer Juan Carlos Pajares on fashion; sisters and TikTokers Lola Lolita and Sofía Surfers on TikTok; singer and activist Brisa Fenoy and artist Coco Dávez on creativity- as well as the music band everyone listened to during lockdown, thus becoming an overnight sensation: Stay Homas.
These are the
The result of this inspirational project is currently posted on the brand’s official website. In addition, it has been amplified in social media by a number of renowned content creators in the areas of fashion and lifestyle, including Marta Riumbau and Michenlo