The Benetton 'Unemployee of the Year' Campaign Recognizes Artistic Souls
Meghan Young — September 19, 2012 — Marketing
References: unhate.benetton & refinery29
The United Colors of Benneton 'Unemployee of the Year' ad campaign offers a unique, and possibly unprecedented, way to celebrate the jobless youth of this generation. Of course, it doesn't just congratulate any ol' bum off of the street. Instead, it recognizes the efforts many young adults have made to pursue a career that doesn't fit into the 'archaic' nine to five framework.
More than that, the United Colors of Benneton 'Unemployee of the Year' ad campaign acknowledges the difficulties young adults are facing at getting a job at all due to a struggling world economy. It is especially geared towards those in creative fields working for crap pay, long hours and social stigma.
The United Colors of Benneton 'Unemployee of the Year' video states, "For the commitment you demonstrated day in and day out. [...]For the extraordinary achievements in research, arts and crafts. [...]For making us see that it's not all about how you make money or how you spend it. For telling those who told you "Go get a job," "A job doesn't define me. What I fight for does."
More than that, the United Colors of Benneton 'Unemployee of the Year' ad campaign acknowledges the difficulties young adults are facing at getting a job at all due to a struggling world economy. It is especially geared towards those in creative fields working for crap pay, long hours and social stigma.
The United Colors of Benneton 'Unemployee of the Year' video states, "For the commitment you demonstrated day in and day out. [...]For the extraordinary achievements in research, arts and crafts. [...]For making us see that it's not all about how you make money or how you spend it. For telling those who told you "Go get a job," "A job doesn't define me. What I fight for does."
Trend Themes
1. Recognition of Non-traditional Career Paths - Companies can create campaigns that recognize and celebrate individuals pursuing unconventional careers.
2. Highlighting Economic Challenges for Young Adults - Businesses can focus on highlighting the financial difficulties young adults face when seeking employment.
3. Embracing Creativity and Artistry - Industries can embrace unconventional and creative career paths, and recognize the talents of artists and innovators.
Industry Implications
1. Advertising - The advertising industry can leverage this campaign style to create promotional content that centers on celebrating unconventional career paths.
2. Human Resources - The HR industry can develop innovative ways to recognize and reward employees who bring creativity and unique skills to traditional roles.
3. Fine Arts - Companies in the fine arts industry can focus on celebrating and promoting art and creativity, highlighting the value of these careers in society.
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