Tolerance is much needed around the world.

1. Tolerance or Unhate

2. United Colors of Benetton
intended to raise awareness on
tolerance and unhate. In 2012, it
contacted 72andsunny to develop
a powerful message for the brand
loyalists and general public. Thus
the ad agency developed the
visual “US-Sino French Kiss” for
effective communication. It was
not an easy task to persuade the
presidents of two great powers.
The visual was also used in
outdoor media as well. The
campaign has got awards like
Cannes Ad Festival.
The advertisement does not
convey that two presidents are
gay. The campaign conveys
cultural conversation. In fact, the
campaign conveys Sino-US peace
accord. One can find this
campaign as like of HSBC, think
globally act locally.
A picture is better than one
thousand words thus we have
become pictures. Chinese and
Pakistani ad agencies are learning
how to conceive and draw a
unique visual to communicate
core message with the audience.
Sajid Imtiaz: Expert Member CDKN, Member Advertising Age, Member Harvard Business Review