Benneton has launched its new campaign titled by Fabrica “It’s My Time.” This new worldwide communication initiative is innovative in that for the first time, highlights personal styles, which are not necessarily the latest trend, and the desire to be unique, using the new media and high-tech tools which are rapidly changing the world and our perception of reality.

Employing present platforms and technology which includes publishing, new Web options, video, social networks, Benetton will open virtual “plaza” where it will engage with the styles, personalities, languages and creativity of the world’s young people to compile an unprecedented, exclusive sociological sampling of their inspirations and aspirations and their interest in the future.

There will be a global search again for the right faces and this will be done online from February 8 - March 16 online at www.benetton.com/casting, seeking photograph and video submissions. A total of 100 finalists voted by the online community will be further evaluated by a specially-formed jury of experts who will then pick 20 finalists to fly to New York and feature in the campaign for Autumn-Winter 2010/2011 under the lens and creative guidance of British photographer Josh Olins.


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