This is the face of Benetton's advertising campaign for 18 years. Oliviero Toscani may not be known as well the "United Colors Of Benetton" campaign, but he is the father and the creator of every pixel and square inch of it.Toscani's goal was always to invoke feelings and emotions through his visual work. He wanted his images to start debates and make people shift their moral values.
Toscani started working in Italy in the 1970's as a photographer. Soon he was ready to take his photography and ideas to the next level, and he needed a friend with deep pockets to support his work. Luciano Benetton was exactly that. For 18 years Luciano and Oliviero were like brothers, even living under the same roof for some time (much to the displeasure of Toscani's wife). During this time, Oliviero Toscani produced a huge number of ads for Benetton campaign, each more controversial than the previous, and made Benetton the 5th most recognized brand in the world.
This happy "marriage" ended in 2000, when Toscani's ambitions took him to American prisons to photograph death row prisoners. He used images and film footage that he collected to produce brochures and poster advertisements, featuring inmates sentenced to death. His message was clear: "abandon capital punishment." Luciano Benetton did not share his views... After extensive financial pressure from the American markets, and Sears pulling out of a deal to open 800 outlet stores, Benetton made his choice.
Now, almost 10 years later, the brand "Benetton" lives on. Luciano Benetton hired a new set of graphic alchemists to look after his brand, while Oliviero Toscani lives and works peacefully at his house in Tuscany, Italy.
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