Since the late eighties, Benetton has been leading the pack when it comes to powerful marketing campaigns highlighting ethnic equality. Love them or hate them, these billboards provoked reaction and started conversation. Heck, we probably bought more sweaters as a result.
Today, “Happy” musician Pharrell Williams is doing his own bit for racial and gender equality by launching a fabulous ad campaign to support a new collaboration with Adidas.
The Tennis Pack II is a unisex capsule collection of brightly coloured track jackets and poppy Stan Smith sneakers inspired by tennis balls. The ads themselves are making us smile as widely as his “Happy” video did: Pretty people from every ethnic background dancing arm-in-arm with slogans like “Equality is Love,” “Equality is Acceptance” and “Equality is Strength”.
The collection uses Bionic Yarn, a company owned by Pharrell that makes fabric from plastic debris found in oceans. Eco-friendly AND promoting equality? Benetton had better step up its game.
The full Adidas x Pharrell Williams collection is being released on October 31st, 2014 at adidas.ca.