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Marking Benetton’s return to its roots as a catalyst for social change, UNHATE was the brand’s first integrated campaign ever, reaching a total of 500 million users worldwide. Parallel to the colossal media coverage, with more than 3000 articles and 600 TV reports in 60 nations - UNHATE became a top-five Google and Twitter topic trend.

But what does ‘UNHATE’ mean? Un-hate, stop hating, if you were hating. UNHATE is a message that invites us to consider that hate and love are not as far away from each other as we think. Actually, the two opposing sentiments are often in a delicate and unstable balance. Our campaign promoted a shift in the balance.