|Cheap effect or great campaign? The idea is actually quite simple, show your love (and forgiveness) with a kiss, the universal symbol of love. The campaign shows political and religious leaders, like Palestinian president Abbas and Israeli prime minister Netanyahu, kissing. Client Benetton Campaign 72 and sunny Via Creative Review
Since the campaign’s release Benetton has withdrawn the picture of Pope Benedict XVI and Ahmed Mohamed el-Tayeb, Imam of the Al-Azhar mosque in Cairo (the most important and moderate centre for Sunni Islamic studies in the world), after complaints from the Vatican.