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Published

Tolerance is much needed around the world.

Tolerance is much needed around the world.

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  • 1. Tolerance or Unhate
  • 2. United Colors of Benetton intended to raise awareness on tolerance and unhate. In 2012, it contacted 72andsunny to develop a powerful message for the brand loyalists and general public. Thus the ad agency developed the visual “US-Sino French Kiss” for effective communication. It was not an easy task to persuade the presidents of two great powers. The visual was also used in outdoor media as well. The campaign has got awards like Cannes Ad Festival. The advertisement does not convey that two presidents are gay. The campaign conveys cultural conversation. In fact, the campaign conveys Sino-US peace accord. One can find this campaign as like of HSBC, think globally act locally. A picture is better than one thousand words thus we have become pictures. Chinese and Pakistani ad agencies are learning how to conceive and draw a unique visual to communicate core message with the audience. Sajid Imtiaz: Expert Member CDKN, Member Advertising Age, Member Harvard Business Review