To get in touch with young people's personal style, Benetton launched a global interactive casting session earlier this year. Currently the winners are featured in the United Colors of Benetton product campaign AW10. To get in touch with the youngstersand their vision, Benetton created a global meeting place online and integrated a new technology of augumented reality. These elements are part of the Company’s new worldwide communication strategy. It is the first time the campaign highlights personal styles, which are not necessarily the latest trend. The ‘It’s my time’ slogan blends different disciplines together ie. media, tools, platforms and technology – publishing, new web options, video, social networks. To stimulate the imagination of users, innovative and hi-tech tools are used in the advertising campaign, enhanced with interactive and augmented reality.
For the campaign, Benetton selected 100 finalists who were then evalutated by a specially-formed jury of experts, who choose 20 finalists to fly to New York and be featured in United Colors of Benetton’s advertising campaign for AW10. The 'models' are captured by and got creative guidance of British photographer Josh Olins.