Benetton's advertising campaigns are a means of communication that express the current time through their universal impact which attracts public attention and stands out. The campaigns have received awards worldwide but also strong reactions, confirming they are always a topic of discussion and confrontation of ideas. 1989 was significant as the creative director produced a pair of photographs that set a precedent for the next eleven years.

1. BENETTON's advertising campaigns are not only a means of communication but an expression of our time. Through their universal impact, they have succeeded in attracting the attention of the public and in standing out amid the current clutter of images.

2. The campaigns have received awards worldwide; but they have also aroused strong reactions confirming that they are always a point of discussion and of confrontation of ideas.

3. was a significant year in BENETTON’s advertising history. Creative director and photographer Oliviero Toscani produced a pair of photographs that established a precedent for another eleven years. 1989