The world of advertising is cut throat and only the most creative, and sometimes the most disturbing, campaigns survive- survive meaning they are remembered by the average consumer. There are a variety of methods that companies can rely on to establish a unique brand identity and brands like Espirit, Diesel, Dolce and Gobana, etc. rely on shock value to set them apart from the competition. The Benneton Group most successfully combines shock value with CSR, corporate social responsibility, to immortalize the Benneton brand. Luciano Benetton started the Benneton Group, a local fashion company, in Italy in 1965 with his three siblings. The store evolved into a global billion dollar franchise with over 6,500 stores in 120 countries. Alessandro Benneton is the current Chairman of the Benneton Group and of Fabrica, their communications research center. The research center was the mastermind behind the UNHATE campaign. The UNHATE foundation was created in 2011 by the Benetton Group to fight discrimination, support youth globally, and recognize art as an important tool for social impact. It uses donations on the foundation’s website to support specific local organizations that help troubled youth globally. For example, in Southern Bangladesh it helps support educational programs for girls and in Cambodia it helps the rehabilitation of youth victims of sexual violence (Minelli). The UNHATE campaign won the best international campaign in 2012 at the Press Grand Prix at the Cannes International Festival of Creativity. It sparked a huge response from traditional media with 6,000 articles and 600 TV reports and gained massive online popularity. In the beginning weeks after the campaign was launched it became one of the top five Google and Twitter topic trends and generated a 60% increase in the number of fans on the brand’s Facebook page (WordPress). The images of the campaign feature well known political and religious figures embracing in kisses, such as the President of South Korea and the leader of North Korea. Although the campaign originally published six images, one ad of a kiss between the Pope and a senior Egyptian Imam was asked to be taken down because of its extreme offense towards the Catholic Church (Mail Foreign Service). The other ads remained in all of their positions globally in the form of billboards, posters, and other print mediums. As part of the campaign, the company has an UNHATE kiss wall where individuals can post pictures of themselves kissing and be paired with random strangers, mimicking the six images released. It also includes an UNHATE list on Twitter where people contribute by posting things that they wish to “unhate” (Minelli). Benetton’s campaign released after the initial UNHATE campaign contained images of “terrorist violence, civil war, misery, confusion, disease, and even death (Goldman and Papson 103).” The ads only contained the central image and Benetton’s small green label. The label became invariably linked with the brand’s Corporate social responsibility which paints the company as socially conscious and moral helping to define capitalism as a “value laden system (Goldman and Papson 228).” What is particularly interesting about the company is that it promotes equality while targeting a very upper class consumer target audience. A single plain white t-shirt costs $49.50 in online American Benetton stores. Consumers who wear the clothes represent the UNHATE message, leaving customers who cannot afford the products short term and passive participation online. Essentially, those who can afford the clothes can “UNHATE”, which inversely means that those who can afford the Benetton clothes also have the power to HATE.